Back in the Groove with New Lines,
hen Original New York Seltzer relaunched in 2015 after a 20 year absence, the restive fanbase accrued during its original 1980’s lifespan helped turn the brand from an online-only specialty to a $20 million company working with 120 distributors nationwide in a mere year-and-a-half. Now the classic soda is adding a zero-calorie line to further affirm itself in the 21st century and to prove it’s about much more than 80’s nostalgia.
In its original run, the mid-calorie, preservative-free soda took soda by storm, shaking the market for PepsiCo and Coca-Cola with a lighter option that didn’t rely on artificial coloring. Today, company president Ryan Marsh said the timing for a comeback couldn’t be better, as consumers are continuing to turn away from CSDs in favor of healthier drinks it means the market is primed for a natural alternative to corn syrup-heavy beverages.
“Nostalgia is great, but it was a big deal back then because it was changing the game,” Marsh said. “Nowadays it’s completely relevant again. If you go to a deli and there’s a hundred drinks, no one’s grabbing Coke or Pepsi. Everybody’s grabbing something different.”
“Every single store we dropped it at put the product where consumers could see it,” Danson said. “So someone sees it and says ‘oh, my God! I can’t believe New York Seltzer’s back!”
The beverage is sold in all 50 states, and just last month the company announced it would be expanding into Canada along with continued growth in the U.S.
We’re picking up chain stores like crazy. We’ve got the tiger by the tail.”