Proud Source Water
Proud Source Water is a B-Corp-certified DTC and wholesale packaged-water brand selling natural alkaline and sparkling spring water in reusable aluminum bottles to health- and sustainability-focused U.S. consumers via Shopify-driven e-commerce, wholesale, and retail.
- Company typePrivate
- Founded2016
- HeadquartersBoise, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Proud Source Water does
Proud Source Water is a privately held, B-Corp-certified packaged water company founded in 2016 and headquartered in Boise, Idaho (with operating offices referenced in Scottsdale, Arizona). The company sources natural alkaline spring water from springs and sells two core SKUs — still Alkaline Spring Water and Sparkling Spring Water — to health- and environmentally-conscious consumers who are motivated by mineral content, alkaline pH, and reduced single-use plastic consumption. Its reusable aluminum bottle program and sustainability positioning function as the brand's primary differentiators against incumbent premium bottled-water labels.
Proud Source operates a direct-to-consumer e-commerce business powered by Shopify, with subscription billing and SMS notification management handled through ReCharge, and nationwide fulfillment via UPS and FedEx. Beyond DTC, it runs a wholesale channel and a physical retail presence accessible through an online store-locator. Marketing is concentrated on organic social (Facebook, Instagram, YouTube, TikTok), an email newsletter, content marketing (Our Story, Our Water, Our Impact, Press, Water Quality Report), and targeted paid advertising on Facebook, Google, and Bing. Pricing is not publicly disclosed, but the Subscribe & Save program suggests a discount or convenience incentive for recurring orders.
The company employs between 11 and 50 people and has raised approximately $6 million across funding rounds led by AF Ventures (a Series A in March 2020 followed by a 2021 round). Leadership consists of co-founders Carl Pennington (President) and Kelvin Krosch (VP of Sales), with Clare Verdery as COO. There are no disclosed acquisitions, subsidiaries, parent entities, or public-company signals; Proud Source operates as an independent, growth-stage consumer brand.
Proud Source Water firmographics
Firmographics- Name
- Proud Source Water
- Legal name
- Proud Source Water
- Website
- https://proudsourcewater.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Proud Source Water is a B-Corp-certified DTC and wholesale packaged-water brand selling natural alkaline and sparkling spring water in reusable aluminum bottles to health- and sustainability-focused U.S. consumers via Shopify-driven e-commerce, wholesale, and retail.
- Ownership category
- akta.pro rank
Proud Source Water industry classification
Industry- Product category
- Bottled Spring Water
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Spring Water Bottling (AFAFACAA)
- akta.pro secondary industries
- Alkaline/Ionized Bottled Water Production (AFAFACAG), Sparkling/Carbonated Bottled Water Production (AFAFACAE), Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)
Keywords
Where Proud Source Water is headquartered
LocationHeadquarters
- HQ city
- Boise
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Proud Source Water business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct-to-consumer online sales of alkaline spring water and sparkling spring water products through their Shopify e-commerce platform. One-time purchase and subscription options available.
- Wholesale Distribution: Wholesale channel for retail partners to carry Proud Source Water products in physical stores.
- Retail Store Sales: Sales through physical retail locations found via their store locator tool.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Proud Source Water product offering
Product offeringCore offering
Proud Source Water sources and sells natural alkaline spring water and sparkling spring water to consumers. Products are packaged in reusable aluminum bottles to reduce single-use plastic and are sold through a direct-to-consumer Shopify e-commerce store, wholesale channels, and physical retail locations, with a subscription-based recurring delivery program.
Product overview
Proud Source Water is a bottled water company offering two core spring water products: Natural Alkaline Spring Water and Sparkling Spring Water. The product portfolio is complemented by a Subscribe & Save subscription service that enables recurring deliveries of their water products. The company sells directly to consumers through their Shopify-powered e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Alkaline Spring Water
Companies that use Proud Source Water
Customer profileSegments1 record
Ideal customer profiles2 records
Proud Source Water technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Proud Source Water partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ShopifycoreE-commerce platform provider powering the online store, enabling product sales, payment processing, and order management functionality.
- UPSminorShipping carrier for order fulfillment and delivery services to customers.
- FedExminorShipping carrier for order fulfillment and delivery services to customers.
- ReCharge Inc.coreMobile messaging and subscription management platform partner for SMS/text marketing service and subscription handling.
Recent moves6 records
Expansion highlights5 records
Proud Source Water competitors and assessment
Company assessmentDirect peers
- Essentia Water: Premium ionized/alkaline bottled water brand sold through DTC, retail and foodservice. Most direct competitor to Proud Source on alkaline pH positioning, hydration occasion, and premium pricing tier.
- CORE Hydration: Premium bottled water positioned on pH-balance, electrolytes and minerals, distributed through DTC e-commerce and major retail. Closely comparable product narrative and target consumer to Proud Source's alkaline spring water.
- Voss Water: Premium still and sparkling bottled water brand with strong design-led positioning and DTC + retail distribution. Comparable premium price tier, still+sparkling portfolio structure, and lifestyle/occasion-driven marketing.
- Fiji Water: Iconic premium natural artesian spring water sold through retail, foodservice and DTC. Directly comparable as a premium natural spring water brand, though with materially larger scale and global distribution.
- JUST Water: Spring water in plant-based cartons with a strong sustainability mission and B-Corp-style positioning. Closest peer on the eco/ethical brand narrative and reusable/reduced-plastic packaging thesis.
- Boxed Water Is Better: Carton-based water brand built entirely around the anti-single-use-plastic narrative with a DTC subscription option. Comparable reusable/reduced-plastic differentiation strategy and sustainability-led marketing.
- Perrier: Iconic sparkling mineral water brand sold across foodservice and retail globally. Directly comparable on the sparkling spring/mineral water SKU and premium occasion-based positioning.
- Mountain Valley Spring Water: Heritage U.S. premium spring water sold in glass bottles through DTC, retail and hospitality. Comparable natural spring water positioning, premium price tier, and DTC-plus-wholesale go-to-market.
Emerging players
- Liquid Death: High-growth canned water brand with a disruptive, viral marketing playbook targeting younger consumers across retail and DTC. Comparable SKU-overlap (water + sparkling), DTC + retail motion, and focus on building a distinctive consumer brand.
Broad incumbents
- Smartwater: Glacéau/Energy Brands' premium vapor-distilled bottled water owned by Coca-Cola, distributed nationally through retail and foodservice. Comparable premium positioning and broad consumer adoption, but at vastly larger scale and as part of a major beverage portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Proud Source Water social profiles
Digital presenceProud Source Water compliance and trust
Trust signalCompliance1 record
Proud Source Water financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proud Source Water leadership team
Management profileNumber of profiles
Profiles3 records
Proud Source Water funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proud Source Water 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 Proud Source Water
What does Proud Source Water do?
Proud Source Water sources and sells natural alkaline spring water and sparkling spring water to consumers. Products are packaged in reusable aluminum bottles to reduce single-use plastic and are sold through a direct-to-consumer Shopify e-commerce store, wholesale channels, and physical retail locations, with a subscription-based recurring delivery program.
Is Proud Source Water a public or private company?
Proud Source Water is a private company. It is classified as venture growth investor backed and is currently operating.
When was Proud Source Water founded?
Proud Source Water was founded in 2016. It employs 11 to 50 people.
Where is Proud Source Water based?
Proud Source Water is headquartered in Boise, United States, in the North America region.
How does Proud Source Water make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are wholesale Distribution and retail Store Sales.
Who are Proud Source Water's main competitors?
Direct peers on record are Essentia Water, CORE Hydration, Voss Water, Fiji Water, JUST Water, Boxed Water Is Better, Perrier and Mountain Valley Spring Water. Liquid Death is listed as an emerging player. Smartwater is listed as a broad incumbent.
Does Proud Source Water have an API?
No public API is recorded for Proud Source Water.
What industry is Proud Source Water in?
Proud Source Water's product category is Bottled Spring Water. Its primary akta.pro industry code is AFAFACAA, Spring Water Bottling, with a secondary code of AFAFACAG, Alkaline/Ionized Bottled Water Production. Its NAICS code is 312112 and its SIC code is 2080.