Bored & Thirsty
Bored & Thirsty is a privately held Santa Ana, California consumer brand selling premium canned alkaline water with electrolytes and artist-designed apparel direct-to-consumer online, targeting creative, festival-going Gen Z and Millennial consumers through artist collaborations, festival sponsorships, and mission-aligned partnerships.
- Company typePrivate
- Founded2022
- HeadquartersSanta Ana, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bored & Thirsty does
Bored & Thirsty is a privately held consumer packaged goods brand incorporated as Bored & Thirsty Inc. in Delaware and headquartered in Santa Ana, California. Founded in 2022 and operating with 1-10 employees, the company sells premium canned alkaline water (Supreme Water with Electrolytes, pH 8+, still and sparkling variants, 16 fl oz, 12-pack at $19.99) and a merchandise line including t-shirts ($29.99) and trucker hats ($24.99) under an "Art That Fuels" creative-collaboration thesis. The brand differentiates primarily through limited-edition visual designs co-created with 20+ artists, illustrators, and designers (including Ali Sabet, Wotto, Parker Turner, Sean Keeton, Drew Brophy, Erik Komurek, and others) and through event-driven marketing with music festivals (Wonderfront, Darker Waves, Life is Beautiful, Solfest), sports programs (TCU Men's Tennis, CHIEFS Nashville), and mission-aligned organizations (CHOC, One Drop Foundation).
The business operates a direct-to-consumer go-to-market via a myshopline e-commerce storefront with domestic US shipping, supported by a subscribe-and-save option (10% discount) and a wholesale inquiry channel for B2B partners. Revenue streams are limited to one-time beverage sales, one-time merchandise sales, and wholesale distribution. Marketing is concentrated on Instagram (@boredandthirstyclub), email newsletters, and a content-marketing "Collab" blog that documents each partnership. The company received its first disclosed external capital from LvlUp Ventures in August 2025, and management commentary identifies the firm as "The Creative Alternative to Private Label" with an explicit anti-plastic positioning reinforced by an 833-NO-PLASTIC phone number.
No proprietary technology, mobile application, API, or AI/ML capability is disclosed. The operating footprint is restricted to the United States, with explicit international shipping restrictions. The company has no disclosed management team beyond a customer-facing persona ("Thirstin"), no disclosed revenue figures, no parent company, no subsidiaries, and no M&A activity on record.
Bored & Thirsty firmographics
Firmographics- Name
- Bored & Thirsty
- Legal name
- Bored & Thirsty Inc.
- Website
- https://www.boredandthirsty.com/
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bored & Thirsty is a privately held Santa Ana, California consumer brand selling premium canned alkaline water with electrolytes and artist-designed apparel direct-to-consumer online, targeting creative, festival-going Gen Z and Millennial consumers through artist collaborations, festival sponsorships, and mission-aligned partnerships.
- Ownership category
- akta.pro rank
Bored & Thirsty industry classification
Industry- Product category
- Premium Bottled Water
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)
- akta.pro secondary industries
- Sports Drinks & Hydration Beverages (CRADAHAK), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF), Non-Alcoholic Beverage Wholesale (Soft Drinks, Water, Juice, RTD Coffee/Tea) (AFAIAGAB)
Keywords
Where Bored & Thirsty is headquartered
LocationHeadquarters
- HQ city
- Santa Ana
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Bored & Thirsty 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
- Beverage Sales: Sale of canned water products (Supreme Water with Electrolytes and Sparkling Water) in 12-pack cases. Both still and sparkling variants are sold at $19.99 per 12-pack. Subscription option available with 10% discount for recurring delivery.
- Merchandise Sales: Sale of branded apparel including t-shirts ($29.99), trucker hats ($24.99), and presumably other merchandise items. Multiple color variants and limited edition designs available.
- Wholesale: B2B wholesale channel for retailers and partners to purchase merchandise and beverages in bulk for resale. Contact page includes wholesale inquiry option.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Supreme Water with Electrolytes - 12 Pack (16 FL OZ cans) |
| Unit Pricing | Monthly | Sparkling Water with Electrolytes - 12 Pack |
| Unit Pricing | Pay-as-you-go | T-shirts (various designs) |
| Unit Pricing | Pay-as-you-go | Trucker Hats (various colors) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Bored & Thirsty product offering
Product offeringCore offering
Bored & Thirsty sells premium canned water beverages (alkaline pH 8+ still and sparkling water with electrolytes, packaged in 12-packs of 16 fl oz recyclable aluminum cans) and branded apparel including t-shirts and trucker hats. The company positions itself as a creative alternative to private label, wrapping products with limited-edition artwork developed through artist, musician, sports, fashion, and gaming collaborations. Distribution is primarily direct-to-consumer through the brand's own e-commerce storefront, with a complementary wholesale channel for retailers and event venues.
Product overview
Bored & Thirsty is an e-commerce brand selling two main product lines: premium canned water beverages and branded merchandise. The beverage portfolio includes Supreme Water with Electrolytes (alkaline pH 8+ still and sparkling variants in 12-packs) sold at $19.99, featuring collectable artist collaboration designs. The merchandise line consists of t-shirts ($29.99) from collections like Art That Fuels, and trucker hats ($24.99) available in multiple colorways. The company positions itself as a creative alternative to private label, emphasizing anti-plastic messaging and artist collaborations throughout its product lineup.
Differentiator
Problem solved
Functional benefit
Products and services
- Supreme Water with Electrolytes
Companies that use Bored & Thirsty
Customer profileSegments2 records
Ideal customer profiles2 records
Bored & Thirsty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bored & Thirsty partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered minor and core.
- Nashville (Music City)minorNashville, Tennessee - city known for storytellers, dreamers, music, art galleries, fashion, and chef-driven restaurants.
- Chief's NashvilleminorSix floors plus rooftop entertainment venue on Broadway in Nashville, TN with unique vibes and community atmosphere.
- Erik Komurek (KAEL)minorChicago-based artist and graphic designer now in So Cal. Creates commercial and passion projects with diverse artistic techniques.
- Darker Waves FestivalminorSo-Cal beach 80s themed music festival featuring synthwave, ska, new wave, goth, and punk genres.
- Wonderfront FestivalminorSan Diego arts, culture and beach lifestyle music festival. Celebration featuring rock, indie, hip hop, EDM, and more across the weekend.
- Daniel Avila (AfterHoursFun)minorArtist creating designs inspired by LA South Bay skateboard and graffiti scene of 80s and 90s, mixed with classic sci-fi/horror movie elements.
- Life is Beautiful FestivalminorMajor Las Vegas festival transforming 18 downtown blocks into celebration of music, art, food, and ideas over three days.
- TCU Men's TennisminorTexas Christian University tennis program with 2024 NCAA Division 1 Championship and 2025 Big 12 Championship. Head Coach Devon Bowen.
- TN Craft ButcherminorTennessee craft butcher providing premium cuts for grilling and tailgating, with beer, live music, and Bored & Thirsty beverages.
- CHOC (Children's Hospital of Orange County)corePediatric healthcare system in Southern California with two hospitals and regional clinics. Includes research and innovation institute. Mission: Long Live Childhood.
- Ali SabetcoreMixed-medium artist and designer with vibrant optimistic work. Showcased worldwide with high profile causes and collaborations.
- Sol FestminorEDM music festival with immersive art and spiritual rejuvenation. Mind, Body, and Sol convergence experience.
- HarveysminorBags and accessories brand making products in Southern California since 1997. Started in a garage using leftover seatbelt material.
- One Drop FoundationcoreFounded by Cirque du Soleil founder Guy Laliberté in 2007. Mission to unite people and empower communities to solve water and climate crisis through sustainable actions.
- Wotto (Craig Watkins)minorUK-born artist, designer, and creative director based in So Cal. Doodle-themed illustration style with narrative characters.
- Parker TurnerminorContemporary artist from Monroe, Louisiana, living in Santa Monica. Works with acrylic on canvas, inspired by father's sketchbooks.
- Robert LesbackminorAmerican artist of Thai and European heritage. Creates mixed media artworks using ink, charcoal, and acrylic on sheet music, books, and newspaper.
- Sean KeetonminorLA-based gallery artist, muralist, and video game art director. Dayglo, punk rock painting style celebrating relatability and vibrancy.
- Circa (Las Vegas)minorLas Vegas entertainment venue building new legacy with original Vegas spirit. Creates electrifying experiences and lasting memories.
- Tokyo PunksminorHand-painted NFT project by Ali Sabet created using ruling pen and India ink in Moleskine sketchbook, then digitized for collector minting.
- Drew BrophyminorLife-long surfer, traveler, and artist known for bright surf-inspired art. Famous in the 90s for painting surfboards using paint pens.
Recent moves2 records
Expansion highlights6 records
Bored & Thirsty competitors and assessment
Company assessmentDirect peers
- Liquid Death: Canned water and lifestyle beverage brand with edgy, art-driven branding. Most directly comparable to Bored & Thirsty given shared canned-water format, extreme brand identity, festival/event marketing, and DTC-plus-retail model.
- Path Water: Aluminum-canned still and sparkling water sold direct and through retail, with an anti-plastic sustainability positioning. Closely mirrors Bored & Thirsty's product format and sustainability narrative.
- Open Water: Aluminum-bottled still and sparkling water targeting the reusable/anti-plastic consumer. Same product format and comparable sustainability positioning to Bored & Thirsty's canned water line.
- Boxed Water Is Better: Sustainable packaged water brand using alternative packaging (cartons) and a lifestyle/sustainability-led marketing approach. Direct competitor in the 'better-for-the-planet hydration' category.
Emerging players
- Liquid I.V. Functional hydration brand centered on electrolytes. Comparable to Bored & Thirsty's electrolyte water positioning as a flavored, on-trend hydration alternative.
- Olipop: Premium lifestyle beverage brand with strong DTC and retail presence, art-led packaging, and a Gen Z/Millennial following — a comparable playbook even though the beverage format is functional soda rather than water.
- Recess: Canned functional beverage brand with a design-forward, lifestyle-led identity and adaptogen positioning. Shares the art-driven, premium-lifestyle, millennial-targeted branding approach with Bored & Thirsty.
Broad incumbents
- CORE Hydration: Established functional water brand with electrolytes and balanced pH. Overlaps with Bored & Thirsty's pH 8+ electrolyte positioning, though CORE operates at much larger scale and broader distribution.
- Perrier: Major sparkling water brand. Competes most directly with Bored & Thirsty's sparkling water variant in the canned/carbonated hydration segment.
- Hint Water: Established infused/flavored water brand sold in bottles and cans. Comparable as a flavored/enhanced water competitor in the premium hydration segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Bored & Thirsty social profiles
Digital presenceBored & Thirsty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bored & Thirsty leadership team
Management profileNumber of profiles
Bored & Thirsty funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bored & Thirsty 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 Bored & Thirsty
What does Bored & Thirsty do?
Bored & Thirsty sells premium canned water beverages (alkaline pH 8+ still and sparkling water with electrolytes, packaged in 12-packs of 16 fl oz recyclable aluminum cans) and branded apparel including t-shirts and trucker hats. The company positions itself as a creative alternative to private label, wrapping products with limited-edition artwork developed through artist, musician, sports, fashion, and gaming collaborations. Distribution is primarily direct-to-consumer through the brand's own e-commerce storefront, with a complementary wholesale channel for retailers and event venues.
Is Bored & Thirsty a public or private company?
Bored & Thirsty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bored & Thirsty founded?
Bored & Thirsty was founded in 2022. It employs 1 to 10 people.
Where is Bored & Thirsty based?
Bored & Thirsty is headquartered in Santa Ana, United States, in the North America region.
How does Bored & Thirsty make money?
Three revenue lines are on record. Beverage Sales are the primary driver. The others are merchandise Sales and wholesale.
Who are Bored & Thirsty's main competitors?
Direct peers on record are Liquid Death, Path Water, Open Water and Boxed Water Is Better. Emerging players are Liquid I.V., Olipop and Recess. Broad incumbents are CORE Hydration, Perrier and Hint Water.
Does Bored & Thirsty have an API?
No public API is recorded for Bored & Thirsty.
What industry is Bored & Thirsty in?
Bored & Thirsty's product category is Premium Bottled Water. Its primary akta.pro industry code is CRADAHAC, Bottled Water (Still, Sparkling, Enhanced), with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its NAICS code is 312112 and its SIC code is 2080.