Based in Scottsdale, Arizona, premium bottled water brand, The Alkaline Water Company, has recently acquired private Los Angeles-based bottled water brand, AQUAhydrate, via an all-stock transaction.
Selling more than just bottled water, AQUAhydrate is rather a performance lifestyle brand focused on health and wellness, and is backed by several notable celebrities. Between the company’s future plans to expand into the CBD market and these highly valuable celebrity endorsements, Alkaline stands to have a lot to gain from the purchase. Although the purchase price was not reported, according to a recent press release issued by The Alkaline Water Company, the acquisition is “projected to drive sales upward of $65 million for FY2020” for the combined companies; accelerating its growth in the $280 billion bottled water market.
For bottled water customers, this merger has the potential to bring new innovations in terms of expanded flavors, expanded options for sparkling water, and increased availability in stores. However for consumers looking for a more budget or eco-friendly alternative to bottled water, utilizing an at home water filtration product, like Zero Water Filter, is a great alternative.
Upcoming Launches in the CBD Market
According to the press release, after the acquisition Alkaline is due to launch a number of CBD-infused products that will “increase demand and popularity for functional wellness beverages”.
Although the CBD market is relatively new and potentially risky for new entrants, Alkaline asserted that it “intends to comply in full with all federal, state, and local laws, rules, and regulations as Alkaline develops its CBD-infused products”
The company will also, “Not pursue the commercial production or sale of CBD-infused products until legally permitted. Alkaline is closely watching and responding to all regulatory developments within the FDA and in each individual U.S. state, and plans to launch its CBD infused products accordingly.”
Celebrity Partners and Endorsements
With celebrity investors including actor Mark Wahlberg, rapper Sean “Diddy” Combs, and fitness master Jillian Michaels, AQUAhydrate’s well-connected supporters bring significant value to Alkaline in terms of social media reach and authority in the health and wellness sector. With these board members now under new endorsement agreements, Alkaline will gain their combined social media reach for advertising purposes which is estimated to be over 74 million followers across Facebook, Twitter, and Instagram.
Additionally, Alkaline will gain access to the friends of these celebrity endorsers; with pop sensation, Beyoncé Knowles, already having been seen with a bottle of AQUAhydrate.
An Alternative to Bottled Water: Zero Water Filter
For customers not lured in by the celebrity endorsements or the prospect of a CBD-infused bottle of water, there are other cheaper and more eco-friendly options for drinking water that is safe to drink and healthy.
One option that was developed over fifteen years ago is known as the Zero Water Filter. This type of water filter utilizes five separate stages to filter tap water, and the end result is much better than other water filters which typically only have two stages. With the help of Ion Exchange Technology, the filter is able to remove 99.6% of all detectable dissolved solids. This is a great improvement from the other leading brands which are reported to only remove up to 50% of dissolved solids.
In addition to being less expensive than buying bottled water, using a Zero Water Filter is also more environmentally friendly as it reduces plastic waste and can be used in homes for many years to come.
