The Alkaline Water Company has bought celebrity-backed AQUAhydrate in a move they hope will give them a competitive edge in the bottled water market. The acquisition comes as consumers look for better quality water from competitors such as the Zerowater filter.
Based in Los Angeles, AQUAhydrate sells high-performance water for an active lifestyle. In addition, they claim to supply twice the amount of electrolytes as leading enhanced waters, and an alkalinity above 9.
Brand ambassadors for AQUAhydrate include actor Mark Wahlberg, producer Sean “Diddy” Combs and fitness guru Jillian Michaels. According to the official release, the celebrity investors are able to reach over 74 million social media followers. As a result, the company expects to increase sales by $65 million for the 2020 fiscal year.
The Alkaline Water Company says the transaction will accelerate growth. The company’s main product is Himalayan mineral-enhanced alkaline water called Alkaline88. However, the company is also focusing on ”CBD-infused products due to increased demand and popularity for functional wellness beverages.”
According to the statement posted on The Alkaline Water Co’s website, combining both companies results in a ”level of leadership that many other competitors are unable to deliver.” They announced agreements with retail giants such as Walmart, Target, and Safeway to sell both water products. Furthermore, the established broker networks of the Scottsdale, Arizona-based company allows for a cheaper distribution of AQUAhydrate products.
Competition for Zerowater Filter
The $280 billion bottled water market faces competition from water purification systems such as the Zerowater filter. Zerowater offers a 5-step advanced filtration system which delivers pure water, free from dissolved solids. In addition, a multi-layer activated carbon alloy removes organic contaminants such as pesticides and chlorine found in other water sources.
The ion exchange technology contained in pitchers from Zerowater also contribute to the water’s high alkalinity. High-alkaline water provides benefits such as immune system support, cancer resistance, and anti-aging properties. Consumers looking to get the most out of their water are especially interested in having high quality water available to them in their homes.
Dabbing Into the CBD Market
The Alkaline Water Company also plans to introduce a bottled water infused with CBD, a compound found in cannabis. CBD’s chemical composition contributes to its use as a relaxant for anxiety and pain. The compound can offer interesting benefits for pre or post workout regimens. The company stated that it ”intends to comply in full with all federal, state and local laws, rules and regulations.” Adhering to government regulations, however, may present important setbacks for the launch of the much-anticipated product.
Actor Mark Wahlberg commented on the motives of the merger, stating:
“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.”
Wahlberg and Combs are not the only celebrities endorsing the high-performance beverage. Singer and actress Beyoncé also drinks AQUAhydrate, which could add a wider audience for the product. Celebrity support from television and music icons serves as formidable competition for water purification systems such as Zerowater filter.