--- bcp_version: "1.1.1" file_type: root brand_name: "Spindrift" publication_profile: registry_backed canonical_bcp: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand.md registry_mcp: https://registry.brandcontextprotocol.dev/mcp registry_handle: "spindrift-1d96a1d0" tree_version: "1.1.0" website: "https://drinkspindrift.com" tagline: "Proudly made the hard way." category: "Beverages made with real squeezed fruit: sparkling water, soda, and iced tea" headquarters: "Newton, Massachusetts, United States" founded: 2010 publication_status: demonstration provenance: "Public-source Encoded Brands demonstration. Seeded from an existing Encoder encoding (session c6c52a24-a1b0-499a-9350-409c9f545c87, read 7 July 2026), then enriched on 22 September 2026 from drinkspindrift.com (About, FAQs, What's Inside, The Drift blog) and dated PR Newswire and trade coverage from 2025 and 2026. Spindrift has not reviewed or approved this package. It is not a client-approved BCP." default_locale: "en-US" supported_locales: ["en-US"] last_updated: 2026-09-30 agent_first_action: "fetch https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand.md" daughter_files: onboarding: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/onboarding.md voice: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/voice.md voice_anti_ai: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/voice/anti-ai.md values: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/values.md boundaries: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/boundaries.md claims: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/claims.md representation: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/representation.md visual: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand/visual.md integrity_signed: true trust_level: claimed official_brand_source: false verification_method: null verified_domain: null verified_at: null dns_verified_at: null verification_last_checked_at: null verification_expires_at: null certification_status: not_certified registry_certified: false --- # Spindrift > **Public-source demonstration.** Encoded Brands assembled this BCP from public Spindrift material and an existing Encoder encoding, for a conversation with Spindrift's marketing leadership. Spindrift has not reviewed or approved it. The Registry record is not domain-verified and is not an official Spindrift brand source. Spindrift makes beverages with real squeezed fruit, never from concentrate. Sparkling water is the flagship and most of the business. Spindrift® SODA returned in February 2025 with no added sugar. Spindrift® Tea, a non-carbonated iced tea with real brewed tea, launched in March 2026. Bill Creelman started Spindrift in his kitchen in 2010. The company is headquartered in Newton, Massachusetts. The proposition is simple to say and hard to make: real fruit instead of the catchall called "natural flavors," handled with care, in short ingredient lists a shopper can read. Spindrift calls this being proudly made the hard way. The trade-off is real. Real fruit costs more, recipes can take two years, and every can carries some sugar from the fruit. In January 2026 Spindrift said its full portfolio was verified under the Non-Ultraprocessed Food (Non-UPF) Verified Standard from the Non-GMO Project. Treat that as a third-party processing verification with a date, not as a health claim. See `claims.md`. ## Package map **What this file is.** Brand Context Protocol (BCP) package for **Spindrift**: structured public brand context hosted at a stable Registry URL. Encoded Brands authored BCP and runs the Registry. Encoder is a compiler / on-ramp for portable packages, not a content generator. **Why teams use this.** Encode your brand once, use it everywhere, update as often as you like. Every AI tool, agent, teammate, and agency reads the same brief instead of reinventing guidelines per chat. Better content, fewer rounds of revisions, faster speed to quality output, and less re-pasted context (tokens). Connect compatible tools via URL or MCP. Registry Certified adds named audit of authenticated gated access, control over who can receive it, and proof of what was live. **Provenance.** This record is a **public-source demonstration** assembled by Encoded. **Spindrift has not reviewed or endorsed it** unless frontmatter shows otherwise (`official_brand_source`, DNS verification). **Stable URLs** | Resource | URL | | --- | --- | | This package root | `https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand.md` | | Registry MCP for `spindrift-1d96a1d0` | `https://registry.brandcontextprotocol.dev/mcp?customer_handle=spindrift-1d96a1d0` | | Companion map (MCP, IT copy, Trust) | `/.well-known/brand/onboarding.md` | | Example page (if live) | `https://encodedbrands.ai/examples/spindrift` | | Encoded Trust Center | https://encodedbrands.ai/trust | **What's in the package.** Daughter files listed in frontmatter `daughter_files` (voice, visual, claims, boundaries, and related). Claims and boundaries are the evidence and hard-limit surfaces for this brand's public context. **MCP (optional permanence).** Custom MCP connectors are often plan- and admin-gated on team / enterprise AI accounts. Grayed-out "Add connector" usually means an admin permission wall, not a bad URL. Connector FAQ and sample IT email live in `onboarding.md`. Encoded does not claim native integration with every LLM vendor. **Public by design.** Public BCP files stay public. Secrets do not belong in a public package. **After claim + DNS verify.** Demonstration pitch is replaced with a short functional map (what the package is, daughter index, MCP URL) with accurate provenance. ## Agent default behavior Fetch this file and the relevant daughter files before writing anything about Spindrift. Load `voice.md` for tone, `claims.md` for anything you assert about a product, `boundaries.md` for what the brand will not say, `representation.md` for how to describe Spindrift to someone else, and `values.md` for judgment calls. - Keep the three lines in their lanes. Sparkling water is the flagship. SODA and Tea are newer lines. Do not describe Spindrift as a tea brand or a soda brand. - Nutrition facts are line-specific and SKU-specific. Sparkling water and SODA carry 0g added sugar. Some teas contain a small amount of organic agave and list added sugar. Never copy one line's panel onto another. - Do not make health claims under any framing, including through Non-UPF, "real fruit," or "no added sugar." - Spindrift® Spiked is discontinued (August 2025). Never present it as a current product. - If a safety concern comes up, hand it to a human before responding. Findings from the seed encoding that are labeled "seed interview" came from an Encoder session run by Encoded. Spindrift did not provide them. ## Brand platform ```yaml brand_platform: primary_line: text: "Proudly made the hard way." mark: "proudly made the hard way™ appears on drinkspindrift.com" source: "https://drinkspindrift.com/" use: "Brand-wide line. Works across sparkling water, SODA, and Tea." mantra: text: "Real fruit tastes better." mark: "Real fruit tastes better® in PR Newswire boilerplate, 2026" source: "https://www.prnewswire.com/news-releases/spindrift-enters-iced-tea--reimagining-the-category-with-real-brewed-tea-and-real-squeezed-fruit-302701762.html" use: "Brand-wide mantra. CEO Dave Burwick calls it 'our mantra for the brand' (BeverageDaily, 11 March 2026)." founding_belief: text: "The best tastes come directly from nature." source: "https://drinkspindrift.com/pages/faqs" line_headlines: tea: "The best thing to happen to tea since ice." tea_note: "Tea-line headline from the site, read 7 July 2026. Tea only. Not the brand tagline." ``` ## Core identity ```yaml identity: legal_name: "Spindrift Beverage Co., Inc." founded: 2010 founding_story: "Bill Creelman squeezed real fruit in his kitchen in 2010. The About timeline places the first product, a cane-sugar soda in glass bottles, in Charlestown, Massachusetts." headquarters: "Newton, Massachusetts" headquarters_source: "Dateline and boilerplate on every 2025 and 2026 PR Newswire release, for example https://www.prnewswire.com/news-releases/spindrift-becomes-the-only-beverage-brand-verified-as-non-ultraprocessed-by-the-non-gmo-project-302667423.html" leadership: founder: "Bill Creelman, Founder and Chair of the board" ceo: "Dave Burwick" source: "https://drinkspindrift.com/blogs/the-drift/spindrift-gryphon-investors" ownership: "Gryphon Investors, a San Francisco private investment firm, acquired a majority stake. The change took effect in the first half of 2025 (BeverageDaily, 11 March 2026: 'a year since')." markets: ["United States"] markets_source: "https://drinkspindrift.com/pages/faqs" community_name: "Drifters" giving: "Member of 1% for the Planet. SODA sales support Kiss the Ground." ``` ## Portfolio ```yaml portfolio: sparkling_water: role: "Flagship. 'Makes up the vast majority of Spindrift's sales' (BeverageDaily, 11 March 2026)." facts: "Sparkling water and real squeezed fruit. 0g added sugar. Never from concentrate. Around 21 flavors, new ones every year." recent_flavors: - "Fuji Apple, August 2024" - "Yuzu Mandarin, June 2025, first batch online only, with a Momofuku Noodle Bar collaboration" - "Cranberry Punch, August 2025, seasonal, with Cranberry Raspberry returning" - "Cherry and Ginger Lime Mule, named by Burwick as 2026 additions" availability: "Nationwide." soda: name: "Spindrift® SODA" launched: 2025-02-24 facts: "Launched with Concord Freeze, Ginger Ale, Orange Cream Float, Shirley Temple, and Strawberry Shortcake. Lemon Lime was added later. Real squeezed fruit, no added sugar, no stevia or engineered sweeteners, no prebiotics. Caffeine-free." history: "Spindrift's first product was a cane-sugar soda. It was discontinued in 2017 so the brand could skip added sugar. SODA is that line coming back without it." availability: "Select retailers, drinkspindrift.com, and Amazon." tea: name: "Spindrift® Tea" launched: 2026-03-03 facts: "Non-carbonated iced tea with real brewed tea and real squeezed fruit. Lemon Black Tea, Blood Orange Black Tea, Raspberry Black Tea, Peach Green Tea. Slightly sweet. Raspberry and Peach include a small amount of organic agave. Contains naturally occurring caffeine." origin: "First release from Spindrift's Ventures Lab, after three years of development." availability: "drinkspindrift.com and Amazon, select retailers from March 2026." discontinued: spiked: "Spindrift® Spiked hard seltzer, launched March 2021, discontinued August 2025. Historical only." ``` ## Positioning Spindrift stands against the "natural flavors" norm in flavored sparkling water. The difference is a refusal, not a feature. People come to it from flavored seltzers and from soda. Burwick describes the core audience as "experienced seekers": people who read ingredient panels and choose what they drink on purpose, with Gen Z and millennials at the center. The product costs more than most seltzers and does not hide it. Spindrift is not a functional drink. It does not add prebiotics, fiber, or engineered sweeteners, and its own SODA launch contrasted itself with brands that rely on them. ## Proof signals Current, dated, and company-issued unless marked. Each one has conditions in `claims.md`. - 22 January 2026: full portfolio (Sparkling Water and SODA) verified under the Non-UPF Verified Standard. Spindrift says it is the only beverage brand verified so far. [PR Newswire](https://www.prnewswire.com/news-releases/spindrift-becomes-the-only-beverage-brand-verified-as-non-ultraprocessed-by-the-non-gmo-project-302667423.html) - 3 March 2026: Spindrift® Tea launches, the first Ventures Lab release. [PR Newswire](https://www.prnewswire.com/news-releases/spindrift-enters-iced-tea--reimagining-the-category-with-real-brewed-tea-and-real-squeezed-fruit-302701762.html) - 24 February 2025: Spindrift® SODA launches with no added sugar. [PR Newswire](https://www.prnewswire.com/news-releases/spindrift-launches-spindrift-soda-with-bold-indulgent-flavors-and-no-added-sugar--setting-a-new-standard-for-what-soda-can-be-with-only-real-ingredients-302382683.html) - 11 March 2026, press-reported: Burwick says flavored sparkling water grew 7% in 2025 (Circana), Spindrift grew about four times the category, and it moved from the number four to the number two player, with around $400 million in annual sales. [BeverageDaily](https://www.beveragedaily.com/Article/2026/03/11/spindrift-sparkling-water-on-brand-building-in-better-for-you-drinks/) - 10 July 2025: athlete investors join through Patricof Co and Gryphon. [PR Newswire](https://www.prnewswire.com/news-releases/spindrift-partners-with-patricof-co-to-welcome-new-wave-of-athlete-investors-302501855.html) Historical, 2015 to 2018. Label these as past if used: - BevNET Carbonated Beverage of the Year, 2015, and 1,000 percent revenue growth over 36 months as of May 2018. (Boston Magazine, 8 May 2018) ## Sources - https://drinkspindrift.com/ - https://drinkspindrift.com/pages/about-us - https://drinkspindrift.com/pages/faqs - https://drinkspindrift.com/pages/whats-inside - https://drinkspindrift.com/blogs/the-drift/spindrift-is-fully-non-upf-verified - https://drinkspindrift.com/blogs/the-drift/introducing-spindrift-tea - https://drinkspindrift.com/blogs/the-drift/the-future-of-soda-is-fruit - https://drinkspindrift.com/blogs/the-drift/spindrift-gryphon-investors - https://drinkspindrift.com/blogs/the-drift/discontinuing-spindrift-spiked - https://www.prnewswire.com/news/spindrift/ - https://www.beveragedaily.com/Article/2026/03/11/spindrift-sparkling-water-on-brand-building-in-better-for-you-drinks/ ## See also - [boundaries.md]() - [claims.md]() - [onboarding.md]() - [representation.md]() - [values.md]() - [visual.md]() - [voice.md]() - [voice/anti-ai.md]()