WWW.AURABORA.COM
by Jenna Movsowitz
FINDING THE RIGHT
MERCHANDISING PARTNER
Aura Bora x Dynamic Merchandising at Trax Retail Aura Bora entered the crowded sparkling water category in January 2020 with a major point of differentiation: the most wild and whimsical flavors on the market. Bored with the standard few fruity flavors found in big-name sparkling waters, Aura Bora decided to introduce new fruits, herbs and flowers to the category. “We wanted to take flavors you may recognize from other mediums of your life, like a lavender or basil, and bring them to the tired sparkling water category,” says founder Paul Voge. With a vision and an at-home carbonator in San Francisco, Paul and his wife Maddie began experimenting with herbs, fruits, and flowers to concoct unique sparkling waters. Their resulting zero-sugar, zero-calorie liquid separates itself from the category with
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