Long-read on $FIZZ (LaCroix)
1) Early brand based on more fizz, health, social media advertising
2) Durability was weak; $PEP Bubly caught up w/ retail distribution heft + promo. Others chipping at health &amp; flavor angles. I prefer Spindrift w/ real fruit 
https://t.co/EUehOSee3t https://t.co/uYuJSqm9Tq