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Goodbye, Plastic Sleeves

Mirth Sparkling Water has a stripped down, simple mission for complex times in beverage. We want to drink something fun that doesn’t taste fake or contain a bunch of inert substances with alleged health benefits. Mirth has an updated look, and here’s a peek: The can now says SELTZER WITH STYLE where it used to read SPARKLING WATER. What’s the difference between sparkling water and seltzer? You decide. In fact, if you know a definitive typology of soda, soda water, club soda, sparkling water, seltzer, and pop, please share it. As far as we’re concerned, there’s natural spring water and then there’s everything else, and Mirth Seltzer better reflects what’s inside our cans. Less Wasteful Packaging Thanks to a new production partner named Juno, Mirth no...

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Do Your Thing - A Mirth Manifesto

It says it on the can - Do Your Thing. These are complex, heady times in beverage. Scan the ready-to-drink shelf or the bev web and you’ll see tons of trends, two of which Mirth is politely not participating in: Sugar substitutes (stevia, erythritol, monk fruit, et al) so that bev tastes sweet with zero calorie claims Gut health, mood, detox, focus, energy and other not-so-easily verifiable ‘functional’ claims Why politely? As Mirth’s founder, I would like to be unequivocal about brand-on-brand shade in particular (and internet outrage in general). I oppose it. There’s too much negativity out there, too much trolling, and too much short-term junk food catharsis in the form of cheap shots, comment bile, and hate email. It’s one thing to stand for something, it’s...

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