Ultra Shutting Down

March 8, 2019

Three months ago, we set out on an ambitious mission: to make sure that no one ever ran out of seltzer again. We knew that the seltzer lover’s experience could be ten times as seamless at roughly the same price, and that we could offer a passionate and personal experience in a way that places like Amazon could not. So we set out to deliver a high-touch, more human grocery delivery experience.

We were surprised by the depth and scale of demand. We’re proud of what we built, but even more so, we’re grateful for the group of people who encouraged us along the way. At every turn, your feedback shaped Ultra’s development, and your love of the fizz showed the true power of a small group of positive minded people. It sounds silly to talk about seltzer this way, but we believe in the community now more than ever. Thank you for helping us bring this into reality.

Ultra’s story ends here. We’ve learned that the sustainable business we were building isn’t the one that customers wanted. While we aimed to create something differentiated on experience, customers were more interested in simply getting their favorite seltzer to their doorstep. Unfortunately, this cuts off our path to success using a high-touch, more human experience instead of scale. We considered every option before making the difficult decision to end the product that brought us together.

As of today, it is no longer possible to create a new account and at noon the Ultra ordering page will no longer be active. We’ll be refunding membership fees for all our users who are in the middle of a month of service, and we will make final deliveries on Friday evening. In terms of replacements, Amazon Fresh and Instacart both have some seltzer selections and deliver. We’ll also be making our visual database of seltzer flavors and the stores they’re stocked at available publicly, to make the task of finding your seltzer at the grocery store easier.

Thank you for the time and attention you’ve contributed to this community. It has been a privilege to meet you all, try new flavors together, and fight over Polar vs. La Croix. We look forward to meeting again.

Sincerely,
Garth, George, & Team Ultra