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Legendary basketball player Michael Jordan is quoted for having said, “Authenticity is about being true to who you are, even when everyone around you wants you to be someone else.” In the beverage market, the next generation of brands are showing that being authentic is the recipe for a successful beverage brand.
Kathy Maurella, Chief Marketing Officer at Waterloo Sparkling Water, Austin, Texas, notes that consumers drive to support authentic brands that also support a healthy lifestyle is helping drive success of the sparkling water market.