An entrepreneurial drink company established in 2017 is stirring quite the buzz in the beverage sector with their innovative canned water product. The brand recently secured a staggering $1.4 billion in funding, while reporting global sales amounting to $263 million.
Present in more than 113,000 retail outlets in the U.S and U.K, the brand has chalked up impressive triple-digit growth over the past three years. Their unique take on flavour creation, commitment to natural ingredients, and inclusion of varied products in their portfolio – water, iced tea, energy drinks, and health-focused beverages – certainly speak to the health-aware consumer of today.
The company maintains its competitive edge through its sustainable practices. Their ‘death to plastic’ slogan, commitment to renewable energy, and zero-waste policy is a testament to their dedication towards making a positive environmental impact. Employees even take part in community cleanups and tree planting initiatives, further demonstrating the brand’s devotion to green living.
Mike Cessario, the company’s leader, positions their brand as an appealing, healthy alternative to conventional beverages. He aims to establish a new standard in the beverage market that contrasts the strategies used by large beer and junk food corporations.
Significantly, they counteract the stigma attached to choosing non-alcoholic drinks in social settings by packaging their water in cans. This was initially inspired by musicians who substituted energy drinks with water while performing, to give the impression of consuming alcohol. The company sees this as a clever initiative to promote healthier choices while catering to social perceptions.
The brand’s reach and popularity further burgeon through substantial social media followings on platforms such as TikTok and Instagram. Strikingly, Live Nation, America’s leading live-event company, sees potential in the brand’s unique appeal at live events and has demonstrated confidence by contributing to the recent funding round, further elevating the brand’s market standing.
