Zevia PBC (ZVIA): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at a beverage company trying to carve out space from the soda giants, and honestly, understanding its marketing engine-the four P's-is key to seeing where the projected $170 million in 2025 net sales revenue is coming from. We're talking about a product line sweetened only with stevia, sitting on shelves in over 40,000 stores, supported by a lean annual marketing spend of about $18 million, and priced at a premium, like $5.50 for a six-pack, with e-commerce already over 15% of the total. If you want the precise breakdown of how this company is balancing its clean-label promise against its premium positioning to hit those targets, you need to see the full Product, Place, Promotion, and Price analysis right below.

Zevia PBC (ZVIA) - Marketing Mix: Product

Zevia PBC's core offering is a diverse portfolio of zero-calorie, zero-sugar, naturally sweetened beverages designed for the clean-label consumer. The company's platform is built entirely around sweetening with stevia leaf extract, avoiding artificial ingredients. As of the third quarter of 2025, Zevia PBC reported net sales of $40.8 million, reflecting a 12.3% increase year-over-year, demonstrating consumer acceptance of this core product strategy. The full-year 2025 net sales guidance was raised to a range between $162 million and $164 million.

The breadth of the product platform spans several key beverage categories, allowing Zevia PBC to capture consumer demand across different usage occasions.

The focus on functional beverages represents a clear vector for category expansion. Specifically, the Zevia Energy line targets consumers looking for a boost without the associated calories or artificial additives found in many traditional energy drinks. This strategic focus is supported by recent innovation, with management highlighting successful launches like Strawberry Lemon Burst and the Amazon-exclusive Peaches & Cream, which show product innovation is resonating with flavor trends.

Packaging is a critical component, reinforcing the brand's commitment to sustainability. Zevia PBC has committed to achieving carbon neutrality by 2030. The primary packaging format across the portfolio is 100% recyclable aluminum cans. The company is currently executing a packaging refresh, which incurred an inventory obsolescence charge of $0.8 million in the third quarter of 2025, impacting the gross margin to 45.6% for that period. The rollout of the updated packaging is scheduled to be completed across the rest of the portfolio in early 2026, specifically by mid-Q1 or late Q1 2026.

• All products are Non-GMO Project Verified.
• All products are gluten free and vegan.
• The company's trailing 12-month revenue as of September 30, 2025, was $163 million.
• Q2 2025 net sales reached $44.5 million, a 10.1% increase year-over-year.

Zevia PBC (ZVIA) - Marketing Mix: Place

You're looking at how Zevia PBC gets its zero-sugar beverages into the hands of consumers across North America. Distribution is about shelf space, velocity, and making sure you can grab a can when you need one. For Zevia PBC, the strategy centers on high-velocity placement across key channels.

The company has been pushing for high-velocity distribution, aiming for placement across over 40,000 retail doors in the US and Canada as of late 2025. Honestly, this scale is critical for competing against established players. As of the first half of 2025, Zevia PBC was already distributed in more than 37,000 retail locations in the US and Canada across various channels.

The conventional grocery channel remains a cornerstone of this effort. You see a strong presence there, definitely. The expansion at Walmart has been a major story, moving from just over 800 stores to a full rollout in more than 4,300 Walmart locations by late 2024, which continued to drive volume growth in 2025. Also, Albertsons increased Zevia PBC's shelf space by 30% in the second quarter of 2025.

E-commerce is a significant and growing piece of the puzzle, representing over 15% of total revenue as of late 2025. That digital channel helps build brand awareness and capture consumers outside of traditional brick-and-mortar trips.

The strategic focus isn't just on grocery; Zevia PBC is actively working to expand accessibility in other high-traffic areas. The drug channel saw direct impact in the second quarter of 2025, with growth being 'largely driven by expanded distribution at Walmart and one customer in the drug channel.' Plans also include expanding further into convenience and club channels, having re-entered the club channel in the second quarter of 2025.

Here's a quick look at the channel footprint and recent activity:

The current distribution network covers a diverse set of retail environments. You can find Zevia PBC products in:

• Grocery retailers
• Drug stores
• Warehouse clubs
• Mass merchandisers
• Natural food stores
• Convenience stores

International expansion is definitely on the long-term roadmap, but management has been clear that the immediate focus remains on solidifying the foundation within the US and Canada. Analysts inquired about Walmart Canada expansion, but the near-term growth drivers are cited as broader distribution and product innovation within the core US/Canada markets.

Zevia PBC (ZVIA) - Marketing Mix: Promotion

Zevia PBC employs a digital-first marketing strategy, which management highlighted as a key growth pillar, driving brand engagement and user base expansion.

The brand narrative heavily emphasizes the 'better-for-you' positioning, contrasting with legacy soda brands. This is supported by specific campaign metrics; for instance, the Jelly Roll 'Get The Fake Outta Here' campaign delivered 2.4B earned impressions.

Targeted campaigns focus on the zero-sugar, zero-calorie, and clean-ingredient benefits. The company continues to reinvest cost savings from its Productivity Initiative into building the brand.

The reliance on in-store presence is supported by an extensive retail footprint, with distribution in over 39,000 retail locations across the U.S. and Canada, including achieving just over 400 stores in total in Canada.

The annual marketing spend is projected to be around $18 million for 2025.

The actual marketing investment, as reported through the first three quarters of 2025, shows a clear commitment to brand awareness investment:

The total Selling and marketing expenses for the third quarter of 2025 were $12.7 million, representing 31.0% of net sales for that period. For the full year 2025, the company's guidance anticipates an Adjusted EBITDA loss between $5.0 million and $5.5 million, reflecting these ongoing marketing investments alongside other factors.

The company's focus on brand building is evident in the year-over-year marketing expense increases:

• Marketing expense in Q3 2025 of $4.9 million was an increase of $1.4 million versus Q3 2024's $3.5 million.
• Marketing expense in Q1 2025 of $6.2 million was an increase of $3.5 million versus Q1 2024's $2.7 million.

The full-year 2025 net sales guidance was raised to a range of $162 million to $164 million as of the third quarter report.

Zevia PBC (ZVIA) - Marketing Mix: Price

The pricing structure for Zevia PBC reflects a deliberate premium positioning above conventional full-sugar and diet sodas. This strategy is necessary to support the clean-label ingredients and brand positioning, though it requires careful management against consumer affordability thresholds.

The Average Selling Price (ASP) target for a 6-pack is approximately $5.50, which is stated to reflect the underlying ingredient cost structure. To give you a real-world view of shelf pricing, consider the following multi-pack data points as of late 2025:

The company actively employs promotional pricing tactics to drive trial and increase volume velocity within key retail placements. Evidence of this is seen in the financial reporting, which notes that net sales growth in Q2 2025 was partially offset by higher promotional activity at retailers. Furthermore, Q1 2025 net sales declined year-over-year partly due to increased promotional activity.

Price elasticity remains a critical lever you must watch; the balance between maintaining the premium image and ensuring consumer affordability is constantly being tested. The financial results show management is actively navigating this, as Q2 2025 net sales growth was supported by higher price realization, which helped offset volume pressures.

Key financial metrics related to pricing and marketing spend for 2025 performance include:

• Full Year 2025 net sales guidance raised to the range of $162 million to $164 million.
• Q3 2025 net sales reached $40.8 million.
• Q2 2025 Gross profit margin was 48.7%.
• Marketing expenses in Q2 2025 were $4.7 million, representing 10.6% of net sales.
• Tariff headwinds were flagged as impacting gross margin by approximately 350 basis points in Q3 2025.

The overall financial expectation for the year reflects this pricing and promotional strategy. The full year 2025 net sales guidance, as updated in November 2025, is in the range of $162 million to $164 million.