- THE MAGAZINE
- VERTICAL MARKETS
Pure Ally introduces Kwass’Up, a malted non-alcoholic beverage with uncommonly invigorating properties. This unusual soft drink, made with only natural flavors, contains less sugar and calories than traditional sodas and sports drinks. Kwass’Up has been described by testers as “far more refreshing” than typical soft drinks.
Kwass’Up is the first product launch for Pure Ally, a Florida-based beverage company whose mission is to deliver wholesome, naturally inspired beverages from around the globe to consumers in the United States and beyond. Jon Gitman, Pure Ally’s CEO says, “I am pleased to bring this great product to the US and thrilled by the glowing response the drink is already receiving.”
Packaged in 2-liter PET bottles and 16-oz aluminum bottles (which stay cold longer) Kwass’Up is available in three flavor variations: Traditional, Ginger and Cranberry. Slated to hit stores in the new year the product will launch in select markets within the New York Tri-State area and South Florida. In an effort to promote this great new product to consumers, Pure Ally will rely on creative point-of purchase display materials, in-store tasting events and a mix of branding and promotional efforts in traditional and digital media. Though it’s a premium product, Kwass’Up will be priced on par with similar beverages.
Kwass-Up’s audience is expected to be active individuals who are looking for a better soft drink choice. This beverage appeals to a market that craves natural, low-sugar energy reinvigoration without sacrificing soft drink taste.
Due to the uncommonly refreshing nature of the drink, Kwass’Up is anticipated to become an instant hit among active and health-conscious consumers. Preliminary market research shows that testers view Kwass’Up as “Adventure in a Can” — a taste that evokes images of robust health and fun.