Eternal

What Eternal does

Eternal Water, operating as Eternal Beverages Inc., is a privately held U.S. bottled water company founded in 2008 by CEO Karim Mashouf and headquartered in Redding, California. The company sells naturally alkaline spring water with pH levels of 7.8-8.2, sourced from two protected underground spring systems: the Shasta-Trinity Alps of California, fed by snowmelt and filtered through 200-million-year-old volcanic rock, and the Great Smoky Mountains of Tennessee, located 2,500 feet underground within a 180,000-acre national park. The product contains naturally occurring calcium, magnesium, and potassium absorbed through geological filtration, with no additives, fluoride, or chlorine. Eternal offers five SKUs across 600mL, 800mL, 1L, 1.5L, and 2.5L bottle sizes, packaged in BPA-free, phthalate-free, 100% recyclable PET-1 bottles.

The company operates a consumer packaged goods (CPG) business model with primary revenue from retail product sales at over 65,000 U.S. retail stores spanning major grocery chains, natural food markets, and convenience stores. Secondary revenue streams include a direct-to-consumer online subscription service with no cancellation fees, and on-demand delivery partnerships with Instacart and Shipt. Distribution is entirely domestic (United States), and the company sells through its own Shopify-based e-commerce storefront alongside third-party delivery marketplaces. Pricing is not publicly disclosed; products are sold at unit pricing through retail and monthly recurring billing through subscriptions.

Eternal Water targets health-conscious consumers, athletes, and wellness-oriented buyers, with marketing emphasis on source transparency, natural (non-artificial) alkalinity, and domestic origin. The company employs 101-250 people and has achieved $190M in retail sales with annual growth exceeding 20% as of October 2025. Brand-building activities include long-term sponsorship of Impact Basketball's NBA draft-prep program, professional athlete endorsements (Blake Wesley, Caleb Houstan), event sponsorships (Create & Cultivate, FIFA World Cup watch parties), and active social media presence across Instagram, X, TikTok, LinkedIn, and Facebook. The company is privately held with no disclosed external funding rounds, parent company, or institutional investors identified.

Name

Eternal

Legal name

Eternal Beverages Inc.

Website

https://eternalwater.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Eternal Water is a privately held U.S. beverage company that sells naturally alkaline spring water (pH 7.8-8.2) sourced from protected springs in California and Tennessee, distributing through 65,000+ retail stores and direct-to-consumer subscription and delivery channels.

Ownership category

akta.pro rank

Product category

Bottled Water

NAICS

Bottled Water Manufacturing (312112)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Alkaline/Ionized Bottled Water Production (AFAFACAG)

akta.pro secondary industry

Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)

Keywords

• Bottled spring water
• Alkaline mineral water
• Premium hydration products
• Natural mineral water
• Flavored bottled water

Headquarters

HQ city

Walnut Creek

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Retail Product Sales: Eternal Water generates primary revenue through sales of bottled alkaline spring water at over 65,000 retail stores nationwide, including major grocery chains, natural food markets, and convenience stores. The company offers multiple bottle sizes (600mL, 1L, 1.5L, 2.5L) and the new 800mL format.
2. Direct-to-Consumer Subscription: Eternal Water offers recurring subscription plans through their online store, delivering products at customer-selected frequencies. Subscriptions can be cancelled anytime with no cancellation fee.
3. Delivery Services: Revenue generated through delivery partnerships with Instacart and Shipt, enabling direct-to-consumer sales through these third-party delivery platforms.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Eternal bottles and distributes premium naturally alkaline spring water sourced from protected U.S. springs in the Shasta-Trinity Alps of California and the Great Smoky Mountains of Tennessee. The company sells the water in multiple PET bottle sizes (600mL, 800mL, 1L, 1.5L, and 2.5L), along with a flavored water line and a direct-to-consumer subscription service, to health-conscious consumers, athletes, and families across more than 65,000 retail outlets.

Product overview

Eternal Water is a consumer bottled water brand offering naturally alkaline spring water sourced from protected underground springs in the USA. The product portfolio consists of five bottle sizes (600mL, 800mL, 1 Liter, 1.5 Liter, and 2.5 Liter) containing naturally alkaline water with pH 7.8-8.2, filtered through ancient rock formations in the Shasta-Trinity Alps of California and the Great Smoky Mountains of Tennessee. The water contains naturally occurring essential minerals and electrolytes with no additives. Distribution is available through over 65,000 retail stores nationwide and via direct delivery through Instacart and Shipt.

Differentiator

Problem solved

Functional benefit

Products and services

• Eternal Spring Water 600mL

Quantifiable outcome

• Over 20% annual growth rate
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Impact Basketball (Joe Abunassar)coreGTM or Marketing Partner · 1 January 2015Long-term strategic partnership spanning over a decade where Eternal Water serves as the official water sponsor for Impact Basketball's NBA draft preparation programs. Joe Abunassar's training facility, which has produced numerous #1 picks and hundreds of first-round draft picks, uses Eternal Water exclusively for athlete hydration. The partnership includes player endorsements and content creation featuring athletes discussing hydration benefits.
• InstacartcoreChannel Partner/ Reseller/ DistributorDelivery partnership enabling consumers to order Eternal Water products through the Instacart platform for direct home delivery, expanding accessibility beyond retail stores.
• ShiptminorChannel Partner/ Reseller/ DistributorSame-day delivery partnership with Shipt allowing consumers to purchase Eternal Water products for rapid home delivery through the Shipt marketplace.
• Create & CultivateminorGTM or Marketing PartnerEternal Water serves as official water sponsor for Create & Cultivate events including retreats and Supper Club gatherings, aligning the brand with wellness and professional development communities.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Dasani (Coca-Cola): Dasani is the mass-market purified bottled water owned by Coca-Cola, distributed through virtually every U.S. retail and foodservice channel. It competes with Eternal primarily on price and availability but also on alkaline-enhanced variants.
• Poland Spring (BlueTriton Brands): Poland Spring is a large-scale U.S. spring water brand owned by BlueTriton, distributed nationally. Like Eternal, it is positioned on natural spring sourcing and U.S. origin, but it operates at far greater scale, broader SKU breadth, and lower price points.
• Aquafina (PepsiCo): Aquafina is PepsiCo's mass-market purified bottled water with national retail and foodservice penetration. Like Dasani, it competes with Eternal on shelf, promotional spend, and convenience-store availability.

Direct peers

• Mountain Valley Spring Water: Mountain Valley is a heritage U.S. premium spring water brand sold in glass bottles through retail, hospitality, and DTC. It competes directly with Eternal on natural-spring source storytelling, premium positioning, and U.S. origin narrative.
• Icelandic Glacial: Icelandic Glacial is a premium imported natural spring water from Iceland, sold through retail and hospitality channels. It competes with Eternal on premium positioning, source-credibility narrative, and clean-taste marketing to health-conscious consumers.
• Smartwater (Glacéau): Smartwater is a premium vapor-distilled bottled water brand owned by Coca-Cola, sold nationally through the same retail channels as Eternal. Both brands target health-conscious consumers and compete on taste and electrolyte positioning at premium price points.
• FIJI Water: FIJI is a leading premium imported spring water brand sold through grocery, foodservice, and DTC channels. It competes with Eternal on source-credibility storytelling (artesian aquifer), premium positioning, and national retail availability.
• Voss Water: Voss is a premium bottled water brand (still and sparkling) sold in distinctive glass and PET formats via retail, hospitality, and DTC. Like Eternal, it competes on aesthetics, source purity narrative, and a premium price-per-liter positioning.
• Essentia Water: Essentia is the closest direct competitor to Eternal: a premium ionized/alkaline bottled water brand (pH 9.5+) sold through retail and DTC. Both compete on alkaline hydration claims, natural mineral content, and premium price points for the health-conscious consumer segment.

Emerging players

• JUST Water: JUST Water is a premium bottled water brand packaged in plant-based cartons with a sustainability-led positioning. It overlaps with Eternal on premium price points and health-conscious consumers, but differentiates through eco-friendly packaging rather than alkalinity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eternalwater
• Facebookfacebook.com/eternalwater
• LinkedInlinkedin.com/company/eternalwater
• Instagraminstagram.com/eternalwater
• TikToktiktok.com/@eternalwater

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eternal