In the non-alcoholic beverage industry, barriers to entry are low as production is relatively easy. Although thousands of new drinks flood the market each year, the non-alcoholic segment provides fertile ground for innovative start-ups. In a mass-market dominated by big players, branding is key. Martin Donald Murray created waterdropR a small cube made up of natural aromas, superfood extracts and vitamins that is added to water, to provide a healthy drinking option. He builds the business on a lean budget, but knows that branding will determine the success of his innovation. Since the cubes can easily be sold online, Martin tests the brand on the Austrian market through trial and error. The fact that packaging is 100% recyclable and eliminates plastic bottles (cutting CO2 emissions dramatically) adds an environmentally-friendly dimension. The case follows Martin from the 'lightbulb moment' (on a flight with limited drinks options) to the point where his small team is readying to launch what he believes will be a game-changer in the non-alcoholic beverage industry: a microdrink that makes drinking water more appealing.
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