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Beverages

Coming Soon: Spiked Still Water

FIFCO USA to roll out Pura Still in December
Photograph courtesy of FIFCO USA

ROCHESTER, N.Y. -- Here's a new one for the beer cooler: Following on the success of hard seltzer and spiked sparkling water (popular brands are growing by double digits), FIFCO USA is taking the next logical step with the launch of Pura Still, a spiked still water.

FIFCO USA, formerly North American Breweries, said Pura Still, a malt beverage with 4.5% alcohol by volume and 90 calories, contains "a splash of coconut water, a hint of natural fruit flavor and zero carbonation." The drink will launch nationally this December.

This new alcohol innovation from FIFCO USA "is the perfect way for consumers to enjoy themselves without straying from their healthy lifestyles," the company said. An 11.2-ounce bottle of Pura Still contains 1 gram of cane sugar and 2 grams of carbohydrates, creating  "a completely new option for consumers looking for clean labels, natural ingredients and the ultimate refreshment in their drinking occasions."

FIFCO USA is launching Pura Still to meet the growing demand for better-for-you options in the ready-to-drink alcohol beverage space.

“People are prioritizing their health and wellness more than ever,” said Jessica Stainsby, brand manager for Pura Still. “Pura Still creates an option for consumers who want to enjoy themselves without worrying about carbonation and bloating, calories or excess sugar.”

Pura Still will be available nationwide in six-packs with one of three flavors: Blackberry, Mango and Mandarin Orange.

Rochester, N.Y.-based FIFCO USA brews, packages, imports, markets and sells its branded product portfolio through an independent network of wholesalers throughout the U.S. The portfolio includes Labatt USA, The Genesee Brewing Co., The Magic Hat Brewing Co., Portland Brewing Co., Pyramid Brewing Co. and Seagram’s Escapes and Seagram’s Escapes Spiked.

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