Talking Rain Beverage Company, the maker of bestselling flavored sparkling water brand, Sparkling Ice®, launched its new innovation program, I.C.E. Labs™ – bringing new beverage concepts to market in a small-scale, test and learn model, allowing for an iterative approach to product development.

I.C.E. Labs, short for Innovate, Create and Enjoy, will maximize Talking Rain Beverage Company's ability to test products more efficiently on a smaller scale, generating consumer response over a six to nine-month basis. This entrepreneurial approach will use a variety of store types and locations to cater to different demographics and markets, ranging from convenience stores to specialty groceries. Products that are successfully tested will be moved to larger test markets, eventually expanding to a national scale. Talking Rain is currently testing locally in the Pacific Northwest.