Cirkul
Cirkul is a Tampa-based consumer beverage company selling a customizable flavored water system with reusable bottles and dial-adjustable Sip flavor cartridges. It serves health-conscious consumers, fitness enthusiasts, and families through DTC e-commerce, subscriptions, and major retail partners including Walmart.
- Company typePrivate
- Founded2015
- HeadquartersTampa, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cirkul does
Cirkul is a Tampa, Florida-based consumer beverage company that sells a customizable flavored water system built around reusable bottles and interchangeable, dial-adjustable flavor cartridges branded as "Sip." Users fill a Cirkul bottle with water and turn a dial on the lid to control flavor intensity in real time, mixing concentrated flavor from the cartridge with water as they drink — functionally distinct from bottled beverages and conventional drops or pods. The catalog spans 150+ flavors organized into 13-16+ sub-brands (LifeSip, FitSip, GoSip, FLVR LAB, StrawSip) and six functional categories (Enhanced Water with B-vitamins, Sports Drinks with electrolytes, Iced & Refreshing with caffeine, Energy with antioxidants/BCA, Stevia Sweetened, and Unsweetened). The product line also includes Cirkul Singles liquid stick packs for portable use (launched 2023), multiple bottle formats (Plastic, Stainless Steel, StrawSip Tumbler, Squeeze Sport), and a pre-packaged Cirkul Water SKU for retail shelves.
The go-to-market combines direct-to-consumer e-commerce on drinkcirkul.com with national retail distribution at Walmart, Lowe's, Meijer, and Wegmans. Revenue is generated through one-time purchases, the Auto-Ship subscription program (15% discount, free shipping, skip/pause/cancel), the Inner Cirkul Rewards loyalty program (2 points per dollar spent), and FLVR LAB limited-edition monthly drops. The e-commerce stack runs on Shopify, with Recharge powering subscription billing and Braintree handling payments; Google Analytics, Meta Pixel, and Stockist (store locator) support analytics, advertising, and retail discovery. The company is privately held, incorporated as Cirkul, Inc. in Florida, employs 251-500 people, and reports sustainability metrics of 250,000+ plastic bottles saved annually and 84% less plastic use versus single-use bottled beverages.
Cirkul has raised approximately $111.5M in disclosed equity funding across four rounds since 2019, most recently a $70M Series 3 in June 2022 led by SC.Holdings with Esas Holding and Heights, and earlier rounds led by AF Ventures with participation from Proton Enterprises and Siddhi Capital. The company holds registered trademarks on CIRKUL, Sip®, LifeSip, FitSip, GoSip, StrawSip, FLVR LAB, Inner Cirkul, and the tagline "Your water. Your way." Leadership comprises CEO and founder Garrett Waggoner, co-founder and Chief Brand Officer Andy Gay, COO Philip McKeating, and director John Green. Cirkul is actively operating, with an active e-commerce site, ongoing FLVR LAB monthly flavor launches, and a presence at industry events such as Natural Products Expo West 2026.
Cirkul firmographics
Firmographics- Name
- Cirkul
- Legal name
- Cirkul, Inc.
- Website
- https://drinkcirkul.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Cirkul is a Tampa-based consumer beverage company selling a customizable flavored water system with reusable bottles and dial-adjustable Sip flavor cartridges. It serves health-conscious consumers, fitness enthusiasts, and families through DTC e-commerce, subscriptions, and major retail partners including Walmart.
- Ownership category
- akta.pro rank
Cirkul industry classification
Industry- Product category
- Flavored Water Beverages
- NAICS
- Beverage Manufacturing (3121), Bottled Water Manufacturing (312112), Soft Drink Manufacturing (312111)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF)
- akta.pro secondary industries
- Sports Drinks & Hydration Beverages (CRADAHAK), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Replacement Filter Cartridges & Consumables (CRAJAJAH)
Keywords
Where Cirkul is headquartered
LocationHeadquarters
- HQ city
- Tampa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cirkul business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of bottles, flavor cartridges (Sips), and accessories through the company's e-commerce website. Products include Plastic Bottles, Stainless Steel Bottles, StrawSip Tumblers, Squeeze Bottles, and various flavor cartridge multi-packs.
- Auto-Ship Subscription: Recurring subscription service delivering flavor cartridges on a regular schedule with 15% discount. Includes free shipping, skip/pause/cancel flexibility, and access to Autoship & Save pricing ($24.18 for bundle vs $49.50 one-time).
- Inner Cirkul Rewards Program: Points-based loyalty program where customers earn 2 points per dollar spent on Cirkul products. Points can be redeemed for free products. Program drives customer retention and encourages higher purchase frequency.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Cirkul Refill Bundle - Best Value Starter Kit |
| Unit Pricing | Pay-as-you-go | Individual Bottles |
| Unit Pricing | Pay-as-you-go | Flavor Cartridges (Sips) |
| Unit Pricing | Pay-as-you-go | Cirkul Singles Liquid Sticks |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Cirkul product offering
Product offeringCore offering
Cirkul designs, manufactures, and sells a customizable flavored water system centered on reusable bottles paired with interchangeable Sip flavor cartridges. Users fill the bottle with water and adjust a dial in the lid to control flavor intensity in real time, from plain water to full flavor. The company offers 150+ flavor options across multiple sub-brands and categories (Enhanced Water, Sports Drinks, Iced & Refreshing, Energy Drinks, Stevia Sweetened, Unsweetened), plus portable Cirkul Singles liquid sticks for on-the-go use. Products are sold direct-to-consumer online via drinkcirkul.com, through an Auto-Ship subscription, and at major retailers including Walmart, Lowe's, Meijer, and Wegmans.
Product overview
Cirkul is a customizable flavored water company offering a modular ecosystem centered on a reusable bottle system with interchangeable flavor cartridges. The core product consists of BPA-free Plastic Bottles, Stainless Steel Bottles, StrawSip Tumblers, and Squeeze Sport Bottles, each compatible with Sip Cartridges featuring a flavor dial for adjustable intensity from plain water to full flavor. The portfolio includes 150+ flavors across 16+ sub-brands organized into six main categories: Enhanced Water (with B-vitamins), Sports Drinks (with electrolytes), Iced & Refreshing (with caffeine), Energy Drinks (with antioxidants/BCA), Stevia Sweetened, and Unsweetened. The FLVR LAB program releases limited-edition flavors monthly. Cirkul Singles (Liquid Sticks) offer portable single-serve stick packs for on-the-go use. The Auto-Ship subscription provides recurring delivery with 15% discount, supported by the Inner Cirkul Rewards Program for loyalty points. Products are available at major retailers including Walmart, Lowe's, Meijer, and Wegmans, with a store locator for retail availability.
Differentiator
Problem solved
Functional benefit
Brands
- LifeSip: Flavor brand line under Cirkul featuring various fruit and beverage flavors.
- FitSip
- GoSip
- FLVR LAB
- Cirkul Water
- Cirkul Singles
- StrawSip
- Inner Cirkul
Products and services
- Cirkul Bottle System (Plastic Bottles) 22oz BPA-free reusable plastic water bottle with Comfort Grip Lid, designed as the entry vessel for the Cirkul flavor dial system and Sip cartridges. Targeted at everyday consumers wanting zero-sugar, zero-calorie flavored water.
- Stainless Steel Bottles 22oz reusable stainless steel water bottle with Comfort Grip Lid, offering a durable premium option compatible with the Cirkul flavor dial and Sip cartridges.
- StrawSip Tumblers 40oz tumbler-style bottle with integrated straw technology for all-day flavored water consumption. Compatible with the Cirkul Sip flavor cartridge system.
- Squeeze Bottles (Sport) 22oz insulated BPA-free plastic squeeze bottle with Sport Lid, targeted at athletes and active users for on-the-go flavored hydration with Sip cartridges.
- Sip Cartridges (Flavor Cartridges) Interchangeable flavor cartridges containing zero-sugar, zero-calorie flavor concentrate that fits the Cirkul bottle lid and is dispensed through the dial-adjustable flow mechanism. Each cartridge yields the equivalent flavor of about six 20oz bottled beverages.
- FLVR LAB Limited-Edition Flavors Monthly limited-edition special flavor releases (e.g., FitSip Glacier Berry, LifeSip Mango Pineapple, GoSip Watermelon Rush) sold as Sip cartridges and Singles liquid sticks to drive engagement and trial.
- Cirkul Singles (Liquid Sticks) Portable single-serve liquid stick packs containing zero-sugar, zero-calorie, no-artificial-color flavor concentrate that can be poured into any water for on-the-go hydration beyond the Cirkul bottle system.
- Cirkul Refill Bundle Starter bundle combining a 22oz plastic bottle, lid, six Sip cartridges, and twelve Singles liquid sticks, priced as the best-value introduction to the Cirkul system via Auto-Ship subscription or one-time purchase.
- Starter Kits Pre-configured bundle packages combining a Cirkul bottle, lid, and multiple Sip cartridges at a discounted price to onboard new customers into the flavor system.
- Auto-Ship Subscription Recurring subscription delivery of Cirkul Sip cartridges and accessories at 15% off all future orders with free shipping and skip, pause, or cancel flexibility.
- Cirkul Water (Retail Ready-to-Drink) Pre-packaged ready-to-drink Cirkul flavored water sold at retail locations including Walmart, Meijer, Lowe's, and Wegmans, offering immediate consumption without the bottle and cartridge system.
Quantifiable outcome
- Each Cirkul cartridge contains equivalent flavor to six 20oz conventional bottled beverages, potentially reducing per-serving cost
- +1 more outcomes
Companies that use Cirkul
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
Cirkul technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
Cirkul partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- WalmartcoreMajor national retail chain distributing Cirkul products in physical store locations across the United States. Products available in Walmart stores and searchable via Cirkul's store locator tool.
- Lowe'scoreNational home improvement retailer offering Cirkul products, potentially positioning in seasonal living or sporting goods sections.
- MeijercoreMidwest regional retailer chain distributing Cirkul products to consumers in Michigan, Ohio, Indiana, Illinois, Kentucky, and Wisconsin.
- WegmanscoreRegional grocery chain in the Northeast United States offering Cirkul products, typically found in beverage or health food aisles.
- ShopifycoreE-commerce platform provider powering Cirkul's online store and payment processing infrastructure.
- RechargecoreSubscription billing platform enabling Cirkul's Auto-Ship recurring subscription services and customer retention programs.
- BraintreecorePayment processing service (PayPal subsidiary) handling credit card transactions for Cirkul's e-commerce orders.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Cirkul competitors and assessment
Company assessmentDirect peers
- MiO: MiO is Kraft Heinz's liquid water enhancer brand, the closest direct competitor to Cirkul's Sip cartridge system. Both deliver concentrated flavor into plain water and compete in the same retail aisles and on the same flavor-customization consumer need.
- Dasani Drops: Dasani Drops is Coca-Cola's liquid water enhancer and a direct competitor in the flavored-water category. Both products compete for the same health-conscious hydration shopper, with Dasani leveraging Coca-Cola's massive distribution and Cirkul competing on customization and sustainability.
- Crystal Light: Crystal Light is Kraft Heinz's powdered and liquid water-flavoring brand. It directly competes with Cirkul in delivering flavored, low/zero-calorie hydration and overlaps heavily on retail shelf placement and target consumer.
- Glaceau Vitaminwater: Vitaminwater (owned by Coca-Cola) is a premium enhanced water brand with vitamins and functional ingredients. It competes with Cirkul's Enhanced Water and Sports Drinks sub-brands and targets overlapping health-conscious hydration consumers.
- SodaStream: SodaStream (owned by PepsiCo) is a DIY at-home beverage system with reusable bottles and replaceable flavor cylinders — a near-analogous business model to Cirkul's bottle-and-cartridge architecture. Both sell a hardware + consumable ecosystem that competes for the customizable hydration occasion.
- Brita: Brita (owned by Clorox) sells reusable pitchers and bottles with replaceable filter cartridges on a recurring-purchase model. The recurring consumable economics and reusable hardware platform mirror Cirkul's bottle + Sip cartridge structure, making Brita a structural business-model comparable.
Broad incumbents
- Kool-Aid: Kool-Aid (Kraft Heinz) is a heritage flavored-drink brand targeting children and families. It overlaps with Cirkul's family and kid-flavor segments but operates as a powdered concentrate rather than a dialable cartridge system.
Emerging players
- Hydro Flask: Hydro Flask (owned by Helen of Troy) is a leading reusable insulated water bottle brand. It competes with Cirkul on the hardware bottle side but does not offer a flavor-cartridge ecosystem, making it a partial rather than direct competitor.
- YETI: YETI is a premium reusable drinkware brand offering ramblers and bottles that compete with Cirkul's Stainless Steel Bottle and Tumbler SKUs. YETI's brand and price positioning skew higher-end and does not include flavor consumables.
- True Lemon: True Citrus (True Lemon/True Lime/True Orange) makes crystallized citrus flavor packets for water. It overlaps with Cirkul's Singles stick format and competes for the on-the-go flavored-water occasion, though it lacks the dialable bottle hardware ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
Cirkul social profiles
Digital presenceCirkul compliance and trust
Trust signalCompliance3 records
Cirkul financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cirkul leadership team
Management profileNumber of profiles
Profiles4 records
Cirkul funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cirkul M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cirkul
What does Cirkul do?
Cirkul designs, manufactures, and sells a customizable flavored water system centered on reusable bottles paired with interchangeable Sip flavor cartridges. Users fill the bottle with water and adjust a dial in the lid to control flavor intensity in real time, from plain water to full flavor. The company offers 150+ flavor options across multiple sub-brands and categories (Enhanced Water, Sports Drinks, Iced & Refreshing, Energy Drinks, Stevia Sweetened, Unsweetened), plus portable Cirkul Singles liquid sticks for on-the-go use. Products are sold direct-to-consumer online via drinkcirkul.com, through an Auto-Ship subscription, and at major retailers including Walmart, Lowe's, Meijer, and Wegmans.
Is Cirkul a public or private company?
Cirkul is a private company. It is classified as venture growth investor backed and is currently operating.
When was Cirkul founded?
Cirkul was founded in 2015. It employs 251 to 500 people.
Where is Cirkul based?
Cirkul is headquartered in Tampa, United States, in the North America region.
How does Cirkul make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are auto-Ship Subscription and inner Cirkul Rewards Program.
Who are Cirkul's main competitors?
Direct peers on record are MiO, Dasani Drops, Crystal Light, Glaceau Vitaminwater, SodaStream and Brita. Kool-Aid is listed as a broad incumbent. Emerging players are Hydro Flask, YETI and True Lemon.
Does Cirkul have an API?
No public API is recorded for Cirkul.
What industry is Cirkul in?
Cirkul's product category is Flavored Water Beverages. Its primary akta.pro industry code is AFAFACAF, Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte), with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its NAICS code is 3121 and its SIC code is 2080.