The ‘Real’ Story Behind Spindrift’s Stunning Success

Apr. 9, 2025 at 10:17 AM

Even after 15 years and a majority sale – reportedly valued at over $650
million – of the company he founded, Bill Creelman remains convinced
that Spindrift is just at the beginning of a “real” revolution.

Since launching Spindrift in 2010, Bill has built the brand into a
powerhouse, generating nearly $300 million in annual retail sales,
according to Nielsen IQ. Spindrift is known for its sparkling water made
with real fruit juice and purees, with no added sugars or added
flavors. The brand has expanded its portfolio to include hard seltzers
and, more recently, a mid-calorie soda line that harkens back to
Spindrift’s original mission of delivering authentic, high-quality
beverages.

Earlier this year, private equity firm Gryphon Investors acquired a
majority stake in Spindrift. As part of this transition, veteran CPG
executive Dave Burwick stepped in as CEO, while Bill now serves as
chairman of the board. Together, Bill and Dave are leading Spindrift
into its next chapter, one focused on real ingredients and sustainable
growth.

For Bill, the future is full of endless possibilities. As he shared in
our conversation, “The most surprising part is realizing just how much
further we can go.”

In this episode, Bill and Dave dive into the importance of staying true
to a vision, executing it with patience, and creating a brand that
resonates with today’s conscious consumers. They explore how ambition,
when guided by intentionality, leads to real, sustainable growth. Bill
and Dave also discuss why Spindrift’s innovation strategy is grounded in
the belief that the world is ready for beverages that prioritize
quality, transparency, and authenticity.

Show notes:

0:25: Interview: Bill Creelman, Founder & Dave Burwick, CEO,
Spindrift –Bill and Dave reflect on Spindrift’s journey since its
inception in 2010, starting with refrigerated sodas in iconic longneck
glass bottles, and how the brand is now revisiting its origins with a
new line of canned sodas. They discuss Spindrift’s premium positioning
and its ability to maintain a higher price point in an increasingly
crowded market, emphasizing why consumers are willing to pay more for a
product that delivers authenticity and exceptional quality. The founders
attribute the brand’s ability to uphold its integrity and solidify its
market position to its unwavering commitment to real ingredients and
flavor innovation. They also explore the concept of "refreshment" in the
beverage space, discussing untapped potential within Spindrift’s core
business and the vital role of strategic partnerships, like Gryphon, in
fueling the brand’s sustained growth. Reflecting on the company’s
progress, Bill acknowledges the challenges they've faced, emphasizing
the importance of staying true to their vision during difficult times
and remaining focused on long-term success.