Waterloo Sparkling Water
Waterloo Sparkling Water is an Austin-based independent CPG company (founded 2017) that manufactures and sells zero-calorie, zero-sugar sparkling waters in 18+ flavors to US consumers via mass, grocery, natural, club, and e-commerce retailers, competing against PepsiCo and Coca-Cola in the $7 billion US sparkling water category.
- Company typePrivate
- Founded2017
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Waterloo Sparkling Water does
Waterloo Sparkling Water Corp. is an Austin, Texas-based, independently owned consumer packaged goods (CPG) company founded in 2017 that manufactures and sells a portfolio of zero-calorie, zero-sugar, zero-sweetener sparkling waters under the Waterloo brand. The company competes in the approximately $7 billion US sparkling water category dominated by PepsiCo and Coca-Cola, having reached 10% national household penetration while consistently outpacing category growth by 3-4x, and was reported to lead distribution growth among its competitive set in 2025.
The product line comprises 18+ year-round flavors (e.g., Summer Berry, Raspberry Nectarine, Tropical Fruit, Blackberry Lemonade, Lemon-Lime, Guava Berry, Ruby Red Tangerine, Banana Berry Bliss, Melon Medley) plus recurring limited-time co-branded flavors developed with celebrity chef Guy Fieri's Flavortown. Manufacturing relies on a multi-step water purification process (removing sodium, fluoride, and chlorine) followed by cold-temperature carbonation and a proprietary "Flavor Artistry Process" that layers 30-50 natural flavor components over a 6-9 month development cycle. All SKUs carry Non-GMO Project Verified, Whole30 Approved, Gluten-Free (GFCO), Vegan, and Kosher (OU) certifications, and are packaged in recyclable aluminum cans with 70% recycled content.
Waterloo generates revenue primarily through wholesale and retail product sales across mass merchants (Walmart, Target, Sam's Club), grocery chains (Kroger, Albertsons, HEB, Publix), natural food retailers (Whole Foods, Sprouts), discount (Aldi), warehouse clubs (Costco, BJs), and e-commerce platforms (Amazon, Gopuff), with supplementary on-premise distribution through Madison Square Garden, Chicago Theatre, and Circuit of the Americas activations. The company's go-to-market is anchored on cultural and experiential marketing, leveraging high-visibility partnerships (Guy Fieri/Flavortown, AVP Beach Volleyball, NY Rangers, Chicago Theatre, MAMMA MIA! Broadway, COTA F1) and a "Water Down Nothing" social-first brand platform managed by Dentsu Creative. Leadership comprises CEO Jason Shiver, COO Jeff Arnold (with a second COO "Brandon" referenced internally), CMO Kathy Maurella, a CRO (Brian), and CFO David; the company operates with 11-50 employees and has raised a disclosed $4 million from CAVU Consumer Partners (2018).
Waterloo Sparkling Water firmographics
Firmographics- Name
- Waterloo Sparkling Water
- Legal name
- Waterloo Sparkling Water Corp.
- Website
- https://drinkwaterloo.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Waterloo Sparkling Water is an Austin-based independent CPG company (founded 2017) that manufactures and sells zero-calorie, zero-sugar sparkling waters in 18+ flavors to US consumers via mass, grocery, natural, club, and e-commerce retailers, competing against PepsiCo and Coca-Cola in the $7 billion US sparkling water category.
- Ownership category
- akta.pro rank
Waterloo Sparkling Water industry classification
Industry- Product category
- Non-Alcoholic Beverages
- NAICS
- Bottled Water Manufacturing (312112), Soft Drink and Ice Manufacturing (31211)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)
- akta.pro secondary industry
- Sparkling/Carbonated Bottled Water Production (AFAFACAE)
Keywords
Where Waterloo Sparkling Water is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Waterloo Sparkling 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
- Sparkling Water Product Sales: Waterloo generates revenue through the sale of its sparkling water products across 18+ flavors available in 8-pack, 12-pack, and 24-pack formats at major retail chains nationwide including Walmart, Target, Whole Foods, Aldi, and online through Amazon.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for sparkling water multipacks |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels6 records
Waterloo Sparkling Water product offering
Product offeringCore offering
Waterloo Sparkling Water manufactures and sells a portfolio of 18+ flavored sparkling water varieties in zero-calorie, zero-sugar, zero-sweetener formulations. Products are made with purified water and Non-GMO Project Verified natural flavors using a proprietary multi-sensorial flavor-artistry process that layers 30–50 flavor components over a 6–9 month development cycle. The line is sold in 8-pack, 12-pack, and 24-pack recyclable aluminum cans through national grocery, mass, natural foods, club, and online retailers across the United States.
Product overview
Waterloo Sparkling Water is an independently owned CPG beverage company founded in 2017, competing in the $7 billion sparkling water market against category giants PepsiCo and Coca-Cola. The company's product portfolio consists of a core sparkling water line featuring 18+ naturally flavored varieties, plus limited-time seasonal collaboration flavors with celebrity chef Guy Fieri. All products are zero calorie, zero sugar, zero sweetener sparkling waters made with Non-GMO Project Verified natural flavors and purified carbonated water. The brand differentiates through full-flavor 'flavor artistry' with multi-sensorial consumer experiences. The core line includes flavors such as Summer Berry, Banana Berry Bliss, Melon Medley, Lemon Italian Ice, Ruby Red Tangerine, Guava Berry, Raspberry Nectarine, Tropical Fruit, Blackberry Lemonade, Lemon-Lime, Strawberry, Peach, Cherry Limeade, Black Cherry, Grape, and Watermelon. Limited-time offerings have included Apple Pie à la Mode, Coconut Lime Cooler, and Root Beer Float (2026 Guy Fieri collaboration), and Lemon Italian Ice, Huckleberry Cobbler, and Spiced Mango Sorbet (2025 Guy Fieri collaboration). Products are available nationwide at major retailers including Walmart, Target, Whole Foods, Kroger, Albertsons Safeway, Aldi, HEB, and Amazon.
Differentiator
Problem solved
Functional benefit
Products and services
- Waterloo Sparkling Water Core Product Line Year-round core line of Waterloo sparkling water flavors including Summer Berry, Raspberry Nectarine, Tropical Fruit, Blackberry Lemonade, Lemon-Lime, Strawberry, Peach, Cherry Limeade, Black Cherry, Grape, Watermelon, Guava Berry, Ruby Red Tangerine, Banana Berry Bliss, Melon Medley, and Lemon Italian Ice. Targeted at health-conscious adult consumers seeking better-for-you beverages.
- Summer Berry Year-round sparkling water featuring deep, rich dark berry notes with bright red raspberry undertones.
- Raspberry Nectarine Year-round sparkling water balancing tart raspberry notes with luscious nectarine.
- Guava Berry Year-round tropical sparkling water blending lightly sweet guava with bright ripe berries including strawberry and raspberry.
- Ruby Red Tangerine Year-round sparkling water blending tart ruby red grapefruit with bright tangerine notes.
- Banana Berry Bliss Year-round sparkling water featuring creamy ripe banana and sweet berry notes with a hint of orange.
Quantifiable outcome
- Outpacing category growth by 3-4x consistently
- +2 more outcomes
Companies that use Waterloo Sparkling Water
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Waterloo Sparkling Water technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Waterloo Sparkling Water partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Guy Fieri / FlavortowncoreSecond-year collaboration with Guy Fieri's Flavortown celebrating America's 250th and summer flavors. Three limited-time flavors: Apple Pie à la Mode, Coconut Lime Cooler, and Root Beer Float. The partnership includes the Epic Flavor Can Cruiser vehicle and co-branded marketing.
- AVP (Association of Volleyball Professionals)coreTwo-year partnership naming Waterloo as the Exclusive Official Sparkling Water Partner for the 2026 season, covering AVP League, Heritage Tournament Series, and AVP America events nationwide. THE·TEAM served as exclusive sales agent for the deal.
- THE·TEAMminorTHE·TEAM served as the exclusive sales agent for the AVP throughout the deal process via its U.S. Rights Sales group.
- Dentsu CreativecoreWaterloo named Dentsu Creative as its social agency of record following a competitive review. The partnership supports Waterloo's social-first marketing strategy and goal of growing household penetration through community and brand loyalty initiatives around the 'Water Down Nothing' ethos.
- The Bagel NookminorWaterloo partnered with The Bagel Nook in Freehold, NJ to create co-branded bagel and espresso offerings featuring Waterloo's new flavors. The partnership included Sidecar Set pairings and three bagel creations inspired by each new flavor for the 2026 winter games.
- Circuit of The Americas (COTA)minorWaterloo is the Official Sparkling Water of COTA, with a Pit Stop near Turn 6 during F1 race weekend featuring the Can Cruiser and a Mocktail Bar for racing fans.
- Madison Square Garden Entertainment Corp. (Chicago Theatre)coreExpanded partnership naming Waterloo as The Official Sparkling Water Partner of The Chicago Theatre. Waterloo products are available at all bars throughout the venue. Created specialty mixed drink 'Waterloo Whip' featuring Waterloo Blackberry Lemonade, available exclusively at the theatre.
- MAMMA MIA! BroadwayminorWaterloo is an Official Partner of MAMMA MIA! Back on Broadway production at the Winter Garden Theatre. Partnership leverages the connection between the musical's name and the Waterloo brand, with presence at the iconic venue.
- Madison Square Garden and New York RangerscoreWaterloo became an Official Partner of the New York Rangers and Madison Square Garden in 2024. Partnership expanded to include Chicago Theatre. Waterloo served as Presenting Partner of Rangers Opening Night Blue Carpet.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Waterloo Sparkling Water competitors and assessment
Company assessmentDirect peers
- Spindrift Beverage Co. Spindrift is a leading independent sparkling water brand positioned on real fruit flavors and clean ingredients. It is the closest independent CPG peer to Waterloo, sharing the premium, better-for-you positioning and direct competition with PepsiCo and Coca-Cola.
- Liquid Death Mountain Water: Liquid Death is a fast-growing canned water brand built on provocative branding and event/sports sponsorships. It competes with Waterloo for the same cultural-marketing-driven, better-for-you water drinker, though its core SKU is still water rather than flavored sparkling.
- Polar Seltzer: Polar is a family-owned independent sparkling water brand with a broad flavor portfolio and strong regional (Northeast) distribution. It is comparable to Waterloo as an independent, flavor-forward seltzer brand competing against national CPG giants.
Broad incumbents
- National Beverage Corp. (LaCroix): National Beverage's LaCroix is the largest independent sparkling water brand in the US and the original challenger against Pepsi/Coke. It is comparable to Waterloo as the established indie benchmark, though its scale and category maturity are far greater.
- Bubly (PepsiCo): Bubly is PepsiCo's flagship sparkling water brand and Waterloo's largest direct incumbent competitor. Both target flavor-forward sparkling water consumers, but Bubly benefits from PepsiCo's distribution scale, trade relationships, and marketing budget.
- AHA Sparkling Water (Coca-Cola): AHA is Coca-Cola's sparkling water brand launched to compete with Bubly and LaCroix. Comparable to Waterloo as a flavored sparkling water SKU set, but backed by Coca-Cola's bottling system and retail influence.
- Topo Chico (Coca-Cola): Topo Chico is a premium mineral sparkling water now owned and distributed by Coca-Cola. It is comparable as a flavor-forward sparkling water competing for the same health-conscious consumer, with significantly stronger distribution leverage.
- San Pellegrino (Nestlé Waters): San Pellegrino is a premium Italian sparkling water and flavored beverage brand owned by Nestlé. It is comparable to Waterloo in the flavored sparkling water segment targeting consumers seeking a more sophisticated beverage experience, though it operates in a premium price tier.
Emerging players
- Olipop: Olipop is a better-for-you prebiotic soda brand that occupies the adjacent functional-beverage niche. It shares Waterloo's independent challenger positioning, premium retail footprint, and VC-backed growth trajectory, though its core product is soda rather than sparkling water.
- Poppi: Poppi is a prebiotic soda brand acquired by PepsiCo for $1.95B in 2025. It is comparable to Waterloo as a co-portfolio company (Morrison Seger Venture Capital) that scaled as an independent better-for-you CPG brand before strategic exit, signaling a potential path for Waterloo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Waterloo Sparkling Water social profiles
Digital presenceWaterloo Sparkling Water compliance and trust
Trust signalCompliance5 records
Waterloo Sparkling Water financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waterloo Sparkling Water leadership team
Management profileNumber of profiles
Profiles5 records
Waterloo Sparkling Water funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waterloo Sparkling 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 Waterloo Sparkling Water
What does Waterloo Sparkling Water do?
Waterloo Sparkling Water manufactures and sells a portfolio of 18+ flavored sparkling water varieties in zero-calorie, zero-sugar, zero-sweetener formulations. Products are made with purified water and Non-GMO Project Verified natural flavors using a proprietary multi-sensorial flavor-artistry process that layers 30–50 flavor components over a 6–9 month development cycle. The line is sold in 8-pack, 12-pack, and 24-pack recyclable aluminum cans through national grocery, mass, natural foods, club, and online retailers across the United States.
Is Waterloo Sparkling Water a public or private company?
Waterloo Sparkling Water is a private company. It is classified as venture growth investor backed and is currently operating.
When was Waterloo Sparkling Water founded?
Waterloo Sparkling Water was founded in 2017. It employs 11 to 50 people.
Where is Waterloo Sparkling Water based?
Waterloo Sparkling Water is headquartered in Austin, United States, in the North America region.
How does Waterloo Sparkling Water make money?
One revenue line is on record: sparkling Water Product Sales.
Who are Waterloo Sparkling Water's main competitors?
Direct peers on record are Spindrift Beverage Co., Liquid Death Mountain Water and Polar Seltzer. Broad incumbents are National Beverage Corp. (LaCroix), Bubly (PepsiCo), AHA Sparkling Water (Coca-Cola), Topo Chico (Coca-Cola) and San Pellegrino (Nestlé Waters). Emerging players are Olipop and Poppi.
Does Waterloo Sparkling Water have an API?
No public API is recorded for Waterloo Sparkling Water.
What industry is Waterloo Sparkling Water in?
Waterloo Sparkling Water's product category is Non-Alcoholic Beverages. Its primary akta.pro industry code is CRADAHAC, Bottled Water (Still, Sparkling, Enhanced), with a secondary code of AFAFACAE, Sparkling/Carbonated Bottled Water Production. Its NAICS code is 312112 and its SIC code is 2086.