TalkingRain Beverage Co. Chief Executive Officer Kevin Klock has a simple plan to make the company's Sparkling ICE a $1 billion brand within the next four years: put a bottle of the sparkling water in every consumer's hand. To do that, the company is focusing on brand awareness, product innovation and partnering with c-stores for direct-store delivery. "The biggest challenge is that 70% of people know what they want when they get to a store. So brand awareness for us is big. We'll rely on marketing campaigns directed at c-stores, because you have to become top of mind with consumers," Klock said.