Talking Rain, Tata Beverages Strike DSD Alliance

Talking Rain Beverage Co., the maker of Sparkling Ice flavored sparkling waters, has created a strategic alliance with Tata Global Beverages. The deal will extend the brand reach of Tata's Himalayan Natural Mineral Water into the U.S. through Talking Rain's Sparkling Ice distribution network.

The agreement is the start of an alliance that could also open doors for further expansion of Sparkling Ice into international markets, the companies said.

"Since 2012, we have worked diligently to create a strong and strategic direct-store-delivery distribution network comprising more than 300 distributors covering every county in the U.S.," said Talking Rain president Marcus Smith. "We are thrilled that the groundwork laid by the company and our distributor and retail partners has allowed the opportunity for a partnership of this kind."

“We are delighted to be partnering with Talking Rain for the U.S. market entry of ... Himalayan Natural Mineral Water," said Stephen Rice, Tata's regional president for Canada, America and Australia. "With this entry, our product portfolio in the U.S. market will extend to the water category in addition to our existing coffee and tea portfolio. Himalayan is one of the first premium Indian [fast moving consumer goods] brands to target the broader American audience."