'Pura Still' boozy water seeks to capitalize on hard seltzer boom

Sarah A. Smith
Segment Producer/Booker

Cocktail lovers have turned 2019 into the ‘summer of spiked seltzer.’

Earlier this year, a new spiked beverage made its way into the crowded market — but this one is skipping the bubbles. Pura Still, a product of FIFCO USA, is the first spiked still water of its kind.

The boozy drink comes in three flavors; blackberry, mango and mandarin orange, with roughly 4.5% alcohol by volume (ABV). Unlike its hard seltzer competitors, Pura Still is around 90 calories, appealing to those who are looking for a “healthy alternative” within the market.

“I love a good time, I'm not going to lie. I’m also really into fitness so I like to balance it out,” Nina Agdal, Pura Still Ambassador and supermodel, told Yahoo Finance in an interview this week.

Agdal has modeled for major companies including Victoria Secret (LB), Gap (GPS) and Michael Kors (CPRI). She’s among the growing number of millennials that are trying to moderate their alcohol consumption in an effort to maintain their waistlines and overall health.

Pura Still spiked water cans

Meanwhile, the alcohol-laced “hard” seltzer market is soaring in popularity, accounting for 5% of the U.S. beer market in July, according to Bank of America Merrill Lynch’s annual global beverage survey.

Hard seltzer grew more than 164% year-over-year, the study showed — even as data showed that nearly a third are reducing their intake in 2019, up from the 22% in 2018. In new data released on Friday, BofA-Merrill Lynch said Instagram posts about hard seltzer account for 3.3% of all beer-related content on the site.

Of those surveyed, 37% said they were cutting back on beer specifically because of its high calorie count. Agdal said Pura Still speaks to that desire.

“At a younger age, you start being conscious of what you’re putting in your body, you know what calories are and you know that alcohol has a lot of calories in it,” said Agdal.

With her celebrity influence, Agdal regularly receives offers from companies looking to partner with her, but says she is selective.

“I try every single product that I become an ambassador for because it’s very important that I can stand by the entire company, and even the people behind it,” said Agdal.

And Pura Still has resonated with Agdal’s wide fanbase of over 1.7 million instagram followers.

“It totally made sense with what I stand for,” said Agdal. “As soon as I started posting about it, the response I got from my following was amazing.”

Sarah Smith is a Segment Producer/Booker at Yahoo Finance. Follow her on Twitter @sarahasmith

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