AQUAhydrate, the high-alkaline bottled water brand backed by celebrity investors Mark Wahlberg and Sean “Diddy” Combs, has inked a distribution agreement with Europa Sports Products, which distributes fitness supplements to independent and chain health clubs, gyms and nutrition stores across the U.S.
Europa services more than 84,000 locations and has added all five AQUAhydrate products, including its most recently introduced 1.5 L and 1 gal. formats to its portfolio. AQUAhydrate joins Nestle Waters North America’s Pure Life and Resource Spring Water in Europa’s bottled water offerings.
AQUAhydrate had an existing presence at Gold’s Gym, among other similar accounts by way of a distribution agreement with Lone Star Distribution, a Dallas-based wholesaler of fitness supplements and products. In February Europa announced a merger with Lone Star, an acquisition that paved the way for AQUAhydrate’s deal with Europa, CEO Hal Kravitz said in a call with BevNET Wednesday.
“We had been in talks with Europa for some time and once they got to see the performance of the brand under Lone Star it was clear this would be a strong partnership,” said Kravitz. “Consumers in this channel understand what high alkalinity provides, what high electrolytes provide, and they love it.”
As for the implications for AQUAhydrate’s existing distributor network, Kravitz said he expects the partnership with Europa to significantly accelerate the brand’s penetration of untapped outlets that land outside the core capabilities of the company’s current distribution partners.
“It’s good for everybody,” Kravitz added. “People being able to find the product in multiple channels will make them more apt to buy it in the channels where our [existing] distributors sell and distribute.”
At the end of 2015, AQUAhydrate bolstered its distribution footprint on its home turf of Southern California, signing agreements with Haralambos Beverage Co. and John Lenore & Co, replacing territories previously covered by Statewide Beverage Company.
The company’s full press release can be found below
LOS ANGELES, May 12, 2016 /PRNewswire/ — AQUAhydrate continues its impressive distribution and retail growth by entering into an agreement with Europa Sports Products to distribute AQUAhydrate to over 84,000 independent and chain health clubs, gyms and nutrition retail locations.
“Europa’s national footprint is a tremendous complement to our existing DSD network,” said Hal Kravitz, AQUAhydrate’s CEO. “This partnership gives us access to tens of thousands of independent retailers dealing directly with performance-focused consumers.”
Europa Sports Products will feature the full range of AQUAhydrate’s electrolyte enhanced, alkaline pH9+ water. The product comes in five packages, a 500ml, 700ml with sport-cap, 1L, and the two newest additions – a 1.5L and a 1 Gallon that have found great success in health and fitness retailers.
“I know firsthand the benefits of training with AQUAhydrate’s unique blend of electrolytes and pH9+,” said Mark Wahlberg, investor and board member at AQUAhydrate. “It’s what I use daily in my own fitness regimen, and I can’t wait for Europa to bring it to thousands more health and fitness retailers.”
AQUAhydrate is a great fit with Europa’s sports and health consumers due to its unique benefits within the bottled water space. In addition to its great taste, AQUAhydrate’s effective electrolyte enhancement and pH9+ alkalinity provide great benefits to consumers seeking healthy, better-for-you choices. This can be seen with AQUAhydrate’s popularity among professional athletes, as it is the water of choice for numerous gold medalists and elite competitors.
“We’re thrilled to have AQUAhydrate join the Europa family,” said Eric Hillman, CEO and Co-Founder of Europa Sports Products. “AQUAhydrate’s unique benefits in the bottled water space give us a great offering for our retailers as well as fitness and health consumers.”
AQUAhydrate, Inc. is a Southern California-based performance lifestyle beverage geared towards the new generation of Millennial consumers. Through a proprietary process, its water is purified to some of the most rigorous standards in the industry, supplemented with electrolytes and natural trace minerals and then elevated to an alkaline pH of over 9. It is this powerful synergy between alkalinity, electrolytes and minerals which fuels ultimate hydration, balance and performance. AQUAhydrate is the water of choice for a myriad of health/fitness authorities, professional athletes, and sports teams. AQUAhydrate also boasts active investors and board members Mark Wahlberg and Sean “Diddy” Combs as owners. AQUAhydrate is available at retail locations across the U.S. and at www.aquahydrate.com. Follow on Facebook (facebook.com/AQUAhydrate), and Instagram and Twitter (@AQUAhydrate).