US – The premium sparkling water company Tickle Water is diversifying its offering after noticing that adults were using its zero-sugar products as alcoholic mixers. Tickle Water will be sold in several wines and spirits stores, as well as in the employee cafés of four executive offices and banks in New York.
Diversifying beyond the four flavours launched last year – original, cola, green apple and watermelon – the range will expand with a variety of new flavours to provide a ‘refreshing, zero-calorie mixer for a skinny after-work cocktail’. Free from preservatives, calories and artificial sweeteners, the drinks retail from £1.01 ($1.29, €1.09) to £1.16 ($1.49, €1.26) per can. For more on why consumers are turning to fizzy water as a healthy alternative to traditional mixers, see our Hard Pop microtrend.