Taste Radio

Episode 76 of BevNET’s Taste Radio podcast spotlights a wide-ranging conversation with Spindrift founder and CEO Bill Creelman. Recorded at Spindrift headquarters in Waltham, Mass., Creelman waxed about cutting his teeth in the beverage business and the launch, development and sale of his first company, Stirrings, a maker of premium cocktail mixers. He also discussed how the origins of Spindrift, a fast-growing brand of fruit-infused sparkling water, continue to play a critical role in the brand's evolution and remarkable growth, why the brand is pursuing a “craft” identity in the sparkling water category, and how the company has taken a careful approach to retail partnerships and investment. Also included in this episode: BevNET staff reporter Brad Avery and senior brand specialist Jon Landis examine the emergence of MCT oil. The pair discussed MCT’s purported functional benefits, why a growing number of food and beverage brands are infusing the ingredient into new products and how it’s being marketed to con