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As the popularity of mocktails grows, one sparkling water brand sees an opportunity.

Kathy Maurella, director of marketing at Waterloo Sparkling Water, said the Texas-based company is turning to limited-time launches to expand its reach in the $8.2 billion ready-to-drink mocktail spacewhich is growing as more and more consumers consume less.

Waterloo launched Granada Acai this fall and brought back the Spiced Apple seasonal offering for a limited time. In conjunction with the launch, Waterloo introduced mocktail recipes designed around flavors, including those inspired by a pear martini, Negro and sparkling ginger.

Earlier this year, Waterloo debuted in the summer non-alcoholic cocktail varieties of its sparkling water made with sommeliersin flavors inspired by pina coladas And mojitos. Maurella said the business took two years to perfect.

“In our research, we found that Waterloo was ending up being used as a mixer. So this allowed us to identify the trend of consumers drinking less frequently and leverage the information we had to ensure we were meeting consumer expectations. consumers,” Maurella said.

She added that Waterloo does not believe non-alcoholic cocktails are trendy, given their health benefits, and it will continue to launch products in this category.

According to Maurella, Waterloo prides itself on understanding the tastes and desires of its consumers. Seasonal launches give him the opportunity to experiment with new tastes.

“We do brand tracking studies every six months and the one thing that is very consistent is this demand for multi-sensory, more flavorful sparkling water that brings unique flavor profiles to the category,” Maurella said. “You want to push the needle enough on uniqueness while also making sure it’s close enough to home that it still delivers what a consumer wants from a certain flavor profile.”

Sparkling water continues to grow as consumers ditch sugary sodas and opt for healthier carbonated alternatives.

The category is expected to grow at a compound annual growth rate of 12.4% through 2032, when it will be valued at $108 billion, according to Fortune Business Insights. This category concerns about two-thirds of households, according to Maurella.

Waterloo debuted in 2017 at grocers such as Whole Foods. The beverage is aimed at consumers looking for a healthier alternative to soda, offering high-quality flavors with no sugar or calories. Its retail revenue was $150 million last year. according to Nielsen data cited by Waterloo.

The company currently offers 15 flavors, including Black Cherry, Lemon-Lime, Orange Vanilla and Ginger Citrus Twist.

Maurella said Waterloo experiences a large number of regular consumers because they feel less guilty about drinking the beverage throughout the day. That raises the stakes for the brand when it comes to flavors, she said.

“Ultimately, the number one purchasing factor, even before nutritional benefits, is flavor. » Maurelle said. “For us, it’s really about making sure we follow what’s driving the category, but doing it in a unique way and bringing energy to the table.”