As an expert sommelier and brewer, I can confirm that FIFCO USA has indeed made the decision to discontinue production of Pura Still, the spiked still water brand. This news comes as a surprise, considering the brand has been on the market for less than two years.
In a memo sent to wholesalers this week, FIFCO USA announced that they have stopped production of Pura Still. This decision implies that the brand has not been performing as well as expected, leading to this premature discontinuation.
Pura Still was marketed as a low-calorie alternative to traditional alcoholic beverages, with only 95 calories and a 4.5% ABV. The concept of spiked still water seemed unique and intriguing, especially in a market where consumers are increasingly looking for healthier options. However, it appears that Pura Still failed to resonate with consumers and did not achieve the desired level of success.
It is interesting to note that the memo sent to wholesalers did not provide specific reasons for the discontinuation of Pura Still. This lack of explanation leaves room for speculation as to what may have led to this decision. One possible reason could be a lack of consumer demand for the product. Despite the growing popularity of spiked seltzers and low-calorie alcoholic beverages, Pura Still may have struggled to carve out a niche in this competitive market.
Another factor that may have contributed to the discontinuation of Pura Still is the taste and overall drinking experience. As a sommelier and brewer, I understand the importance of flavor and the sensory aspects of consuming beverages. If Pura Still failed to deliver on taste or provide a satisfying drinking experience, it could have resulted in low consumer interest and ultimately led to its demise.
Additionally, marketing and brand positioning play a crucial role in the success of any product. It is possible that Pura Still did not effectively communicate its unique selling points or failed to resonate with its target audience. Building a brand requires a deep understanding of consumer preferences and effective communication strategies, and any missteps in these areas can impact the success or failure of a product.
Based on the information provided in the memo to wholesalers, it is clear that FIFCO USA has made the decision to discontinue production of Pura Still. The reasons behind this decision are not explicitly stated, leaving room for speculation. Factors such as lack of consumer demand, taste, and marketing positioning could have contributed to the discontinuation of Pura Still. It is unfortunate that the brand did not achieve the success it aimed for, but this serves as a reminder of the challenges and risks in the ever-evolving beverage industry.