Deep Rock Water Company

What Deep Rock Water Company does

Deep Rock Water Company, legally DS Services of America, Inc. doing business as Primo Water North America, is a regional bottled water delivery brand operating under the Primo Brands corporate umbrella. The company delivers 3 and 5 gallon water bottles, case packs, and sparkling water directly to residential and office customers on a recurring biweekly schedule, and complements this delivery model with Primo-branded exchange stations for pre-filled bottle swaps and a network of 23,500 self-service retail refill locations across the United States and Canada. Its underlying technology comprises water purification and bottling operations integrated with a delivery logistics platform and the MyWater+ mobile application, which enables self-service order management, schedule adjustments, and product experimentation.

Name

Deep Rock Water Company

Legal name

DS Services of America, Inc.

Website

https://deeprockwater.com

Company type

Private

Founded year

1896

Operating status

Operating

Headcount range

251–500 employees

Short description

Deep Rock Water Company delivers 3 and 5 gallon bottled water, case packs and sparkling water to residential and office customers on a biweekly subscription schedule, operating under Primo Brands alongside exchange stations, 23,500 retail refill locations, and filtration systems.

Ownership category

akta.pro rank

Product category

Bottled Water Delivery and Hydration Services

NAICS

Bottled Water Manufacturing (312112)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH)

akta.pro secondary industries

Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC), Pitcher & Dispenser Water Filters (CRAJAJAB), Third-Party Water Retailing & Managed Billing Services (outsourced billing, white-label retail operations) (EUANAIAL)

Keywords

• Bottled water delivery
• Home water subscription
• Office water delivery
• Water filtration systems
• Water refill stations

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bottled Water Delivery Subscription: Recurring subscription-based delivery of 3 and 5 gallon bottled water, case packs, and sparkling water to residential and office customers. Delivery occurs every 2 weeks on a scheduled basis. Customers can add water dispensers and equipment to their orders.
2. Water Exchange: Pre-filled exchange water bottles sold for use with Primo Water dispensers. Customers exchange empty bottles for pre-filled ones at exchange stations.
3. Water Refill: Self-service water refill at 23,500 retail locations across the US and Canada. Customers bring containers to refill stations and pay per refill.
4. Water Filtration Systems: Water filtration solutions that connect directly to existing water supply in homes or offices, providing fresh-tasting filtered water on demand.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Deep Rock Water Company delivers bottled water (3- and 5-gallon bottles, case packs, and sparkling water) plus compatible water dispensers directly to residential and office customers on a recurring biweekly subscription schedule. The brand complements its delivery service with Primo-branded water exchange stations, a network of 23,500 retail self-service refill locations, and point-of-use water filtration systems for homes and offices, with orders managed online or through the MyWater+ mobile app.

Product overview

Deep Rock Water Company, a brand under Primo Brands (operated by DS Services of America, Inc., dba Primo Water North America), offers a comprehensive bottled water delivery and hydration service. The core offering is Deep Rock® Water Delivery, which provides 3 and 5 gallon water bottles, water dispensers, case packs, sparkling water, and coffee & tea with recurring door-to-door delivery every 2 weeks. Complementing the delivery service are Primo Water Exchange Stations for pre-filled bottle exchanges, Primo Water Refill Stations available at 23,500 retail locations across the US and Canada, and Primo Water Filtration systems that connect directly to existing water supplies. The company operates through an online account system and MyWater+ mobile app for order management.

Differentiator

Problem solved

Functional benefit

Products and services

• Deep Rock® Water Delivery Subscription bottled water delivery offering 3 and 5 gallon water bottles, water dispensers, case packs, sparkling water, and coffee & tea delivered on a recurring biweekly schedule to homes and offices. Orders are placed online or via the MyWater+ app.
• 3 and 5 Gallon Bottled Water Large-format bottled water offered in 3- or 5-gallon containers for home or office hydration, intended for use with bottled water dispensers.
• Water Dispensers Bottled water dispensers including top-load and bottom-load types sold for home and office use with 3- and 5-gallon bottles.
• Case Packs Packaged bottled water available in case quantities for convenient purchasing and storage alongside subscription deliveries.
• Sparkling Water Carbonated water options offered as part of the bottled water delivery assortment alongside still water products.
• Primo Water Exchange Stations Pre-filled exchange water service allowing customers to swap empty bottles for filled ones at exchange stations; bottles are cleaned and filled in a contaminant-free environment with minerals added for taste, fitting any Primo Water dispenser.
• Primo Water Refill Stations Self-service refill water available at 23,500 retail locations across the US and Canada, allowing customers to fill containers of any size with affordable, quality-tasting Primo® water.
• Primo Water Filtration Point-of-use water filtration system that connects directly to an existing water supply in homes or offices, providing fresh-tasting filtered water on demand suitable for coffee, tea, and other beverages.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Primo Brandsparent_companyOthersDeep Rock Water is a brand under Primo Brands (formerly Primo Water Corporation). The company operates as part of DS Services of America, Inc., dba Primo Water North America. Deep Rock products are sold through Primo Water's distribution network including exchange stations, refill stations, and delivery services.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Crystal Geyser Water Company: Independent domestic bottled water producer offering spring and sparkling water in retail and bulk formats with growing delivery footprint.

Broad incumbents

• Niagara Bottling: One of the largest bottled water manufacturers in the US, supplying private-label and branded still and spring water to retail and bulk delivery channels.
• Dasani (Coca-Cola): National CPG bottled water brand with significant office/foodservice channel presence; competes with Deep Rock on bulk water programs for commercial customers.
• Aquafina (PepsiCo): Major national bottled water brand with broad retail and foodservice distribution, providing competitive pressure in commercial water programs.
• Poland Spring (Nestlé Waters North America): Large-scale bottled water producer serving retail and bulk delivery channels including home and office; overlap in 3/5-gallon jugs and regional bottled water branding.

Direct peers

• Culligan: Direct competitor operating home and office water delivery (3/5 gallon), exchange, refill, and filtration services across North America with a similar subscription and equipment model.
• Ready Refresh (Keurig Dr Pepper): Direct peer offering subscription-based home and office bottled water delivery, dispensers, and related beverages through a similar D2C recurring model.
• Crystal Springs (Source Code: within Primo Brands portfolio): Sister brand under the same Primo Water/DS Services platform, offering an essentially identical home and office bottled water delivery model with overlapping customer base and infrastructure.
• Mountain Valley Water: Premium bottled spring water brand delivering 3- and 5-gallon bottles to homes and offices, with nationwide delivery network and direct retail availability.

Others

• Primo Brands / Primo Water Corporation: Direct parent company (conglomerate) of Deep Rock Water; operates the unified refill/exchange/filtration platform and shared digital infrastructure underlying Deep Rock's service delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/DeepRockWaterCo
• Instagraminstagram.com/primowater
• Xx.com/DeepRockWaterCo
• LinkedInlinkedin.com/company/74356

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

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 Deep Rock Water Company