As an expert sommelier and brewer, I have closely followed the ever-changing landscape of the beverage industry. One particular brand that caught my attention was Mist Twst, a lemon-lime soda that underwent several rebrandings over the years. The journey of Mist Twst began in 2016 when it was introduced as a new name for Sierra Mist, another lemon-lime soda. The rebranding was an attempt to give the brand a fresh and modern image.
However, consumer response to Mist Twst was not as positive as expected. It seems that the rebranding did not resonate well with the target market, and the name change did not generate the desired buzz. As a result, in 2018, PepsiCo made the decision to revert back to the original name, Sierra Mist.
Having experienced the ups and downs of the beverage industry firsthand, I understand the challenges that brands face when it comes to rebranding. It can be a tricky process to find the perfect balance between staying true to the brand's essence while also appealing to the evolving tastes and preferences of consumers.
Despite the return to the familiar Sierra Mist name, it appears that PepsiCo was not satisfied with the brand's performance in the market. In early 2023, they made another bold move by replacing Sierra Mist with a new brand called Starry. This decision was likely driven by the desire to create a product that could compete with industry giants such as Coca-Cola's Sprite and Keurig Dr Pepper's 7 Up.
It is worth noting that the beverage industry is highly competitive, with each brand vying for a share of the market. Rebranding can be a strategic move to attract new customers, revitalize a brand's image, or differentiate it from competitors. However, it is not always a guaranteed recipe for success.
Mist Twst, originally known as Sierra Mist, went through a series of rebrandings before ultimately being discontinued and replaced by Starry in early 2023. The ever-changing nature of the beverage industry and the need to stay relevant and competitive likely drove these decisions. It will be interesting to see how the new Starry brand fares in the market and whether it can successfully challenge the dominance of Sprite and 7 Up.