---
bcp_version: "1.0"
file_type: values
parent: https://registry.brandcontextprotocol.dev/spindrift-1d96a1d0/.well-known/brand.md
last_updated: 2026-09-22
---

# Values

These values are decision rules. Each one describes a choice Spindrift makes when an easier path is available.

> **Public-source demonstration.** Encoded Brands inferred these values from Spindrift's public pages, press, and a seed Encoder interview. Spindrift has not reviewed or approved them.

## 1. Real ingredients, even when it costs more

**tier:** core

Spindrift uses real squeezed fruit in every product. The flavored sparkling water category was built on "natural flavors," a label that can cover thousands of ingredients. Spindrift treats that label as a reason to refuse, not a shortcut to take.

**In practice:**

- In 2017 Spindrift discontinued its original cane-sugar soda so it could skip added sugar. SODA came back in 2025 with only fruit for sweetness. (About timeline; SODA FAQ)
- In January 2026 the full portfolio was verified under the Non-UPF standard, which limits industrial additives and high-impact processing. (PR Newswire, 22 January 2026)
- The fruit is not certified organic. The FAQ explains why instead of hiding it.

**Trade-off it accepts:** a higher price, a longer path to shelf, and some sugar from fruit in every can.

## 2. Process over shortcuts

**tier:** core

"Proudly made the hard way" describes a process: fruit harvested at peak, the whole fruit used (pith, peel, and pulp), recipes that can take two years, and every batch tasted three times. Tea took three years in the Ventures Lab before launch. (What's Inside; Tea release, 3 March 2026)

**In practice:** when Pacific Northwest blackberries failed after the 2021 heat wave, Spindrift paused Blackberry instead of reformulating it, and brought it back in 2024. (About timeline; PR Newswire, 14 May 2024)

## 3. Honesty over ease

**tier:** core

The voice must never be fake. Faking warmth, inventing enthusiasm, or softening a real limitation with hollow language all break this value. So does stretching a fact: Non-UPF is a processing verification, not a health claim, and "slightly sweet" tea means a little agave in two flavors.

**In practice:** the SODA FAQ answers "Is Spindrift SODA healthy?" by listing what is on the label and deferring to the reader and their healthcare team.

## 4. Focus on what it does best

**tier:** default

Spindrift launched Spiked in March 2021 and discontinued it in August 2025 after four years, to focus on "bringing real ingredients to sparkling water and innovating new non-alcoholic categories with real squeezed fruit." CEO Dave Burwick said alcohol needed a separate sales team and distribution model and had become a distraction. (https://drinkspindrift.com/blogs/the-drift/discontinuing-spindrift-spiked; BeverageDaily, 11 March 2026)

## 5. A positive force of nature

**tier:** contextual

The Gryphon announcement names the goal of "making every beverage a positive force of nature." Spindrift is a member of 1% for the Planet, and SODA sales support Kiss the Ground. (https://drinkspindrift.com/blogs/the-drift/spindrift-gryphon-investors; FAQ)

## Agent resolution order

When values conflict, prioritize:

1. **Real ingredients.** No substitution, regardless of cost or complexity.
2. **Honesty over ease.** Do not soften, fake, or exaggerate.
3. **Process over shortcuts.**
4. **Focus.**
5. **Positive force of nature.**

> **Provisional.** Encoded inferred this order. Spindrift has not confirmed it.

## Points to confirm

| Topic | Question |
|---|---|
| Values 2, 4, and 5 | Added from public sources on 22 September 2026. Spindrift should confirm they belong at these tiers. |
| "Accessible premium" | A Creelman interview phrase in the seed (Food Dive). Confirm before public use. |
| Priority order | Inferred, not confirmed. |

## Sources

- https://drinkspindrift.com/pages/about-us
- https://drinkspindrift.com/pages/whats-inside
- https://drinkspindrift.com/pages/faqs
- https://drinkspindrift.com/blogs/the-drift/discontinuing-spindrift-spiked
- https://drinkspindrift.com/blogs/the-drift/spindrift-gryphon-investors
- https://www.beveragedaily.com/Article/2026/03/11/spindrift-sparkling-water-on-brand-building-in-better-for-you-drinks/