AQUAhydrate will form part of The Alkaline Water Company in the hopes of taking a bigger share of the $280 billion bottle water market. This is the latest move in the market for ‘high-performance’ alkaline water which offers a host of benefits. However, the bottled water makers are competing against the growing appeal of water purification systems, such as the Zerowater filter, which comes in a simple pitcher.
Based in Los Angeles, AQUAhydrate gained fame when actor Mark Wahlberg discovered the alkaline-water after a workout. He recruited music producer and rapper Sean “Diddy” Combs and began touting the improvement in his recovery time. The company enlisted fitness trainer Jillian Michaels as Chief Wellness Officer to strengthen the water’s active-lifestyle mission.
The Alkaline Water Company says that AQUAhydrate’s celebrity investors reach a social media audience of more than 74 million users. This gives the products greater exposure in a saturated market. Moreover, the company expects sales to increase by $65 million for the next fiscal year.
Based in Scottsdale, Arizona, the Alkaline Water Co expects the move will give them a competitive edge in the bottled water market. Their main product, Alkaline88, is a water infused with minerals and electrolytes from the Himalayas. Although, the company says it hopes to introduce “CBD-infused products due to an increased demand and popularity for functional wellness beverages.”
A statement on The Alkaline Water Company’s website states that the merger gives them a “level of leadership that many other competitors are unable to deliver.” For example, key retail agreements with WalMart, Safeway, and Target give the water products ample shelf space to reach consumers. In addition, the broker networks already established by the company offers cheaper distribution methods for AQUAhydrate.
The Battle for Water Purity and Zerowater Filter
Alkalinity was recently an esoteric subject. However, consumers are now more aware of the benefits of drinking higher pH water. These include cancer resistance, anti-aging properties, and increased immune system support. Replaceable filters, such as the Zerowater filter, can purify tap water in a simple household pitcher. A 5-step filtration system traps almost all dissolved solids and inorganic compounds, such as dust and metals.
These filters also provide advanced purification technology. Zerowater includes a multi-layer activated carbon and oxidation reduction alloy to remove organic contaminants like pesticides and chlorine. Zerowater also incorporates ion exchange technology which further increases alkalinity.
Water with CBD
The Alkaline Water Company advertises CBD-infused bottled water on their website. CBD’s therapeutic properties make it an ideal relaxant for anxiety and pain. As a result, including CBD in water provides the potential for use before or after a workout. However, the product may face some setbacks considering that CBD’s legality lies in a grey area in many states. In a statement, the company affirms that it “intends to comply in full with all federal, state and local laws, rules and regulations.”
The Future of Bottled Water
Wahlberg gave his reasons for joining The Alkaline Water Company:
“When Sean and I first got involved in the business, our vision was to build a lifestyle company focused on health and wellness, and that’s what we’ve done. The AQUAhydrate and Alkaline88 brands align well and will support exciting innovations in flavors, sparkling and CBD products.”
High-performance water is increasing in popularity as consumers reject drinks with sugar and artificial flavors. But the market must face up against the convenient in-home purification systems such as the Zerowater filter.