Hawaiian Springs Surges In MULO: +21% Sales, Velocity Nearly Doubles — Outpaces Bottled Water Category By 20 Points

Honolulu, HI — September 17, 2025 — Hawaiian Springs LLC today announced strong multi-outlet (MULO) performance, with dollar sales up 20.8% and unit sales up 46.9% for the 24 weeks ending August 10, 2025 (SPINS Brand Insights, Circana MULO, Total US). The brand’s growth was powered by a +97% increase in unit velocity, far outpacing the Bottled Water category, which rose 0.8% in dollars and 1.7% in units over the same period.

“Retailers are leaning into premium natural water with a clean taste profile and a clear story. Our results show consumers are responding,” said Bill Sipper, Managing Partner at Cascadia Managing Brands and Acting COO at Hawaiian Springs. “As we expand availability, our focus is simple: build trial, awareness, velocity, win repeat, and be a reliable growth engine in water.”

Key highlights

• Outperforming the category: Hawaiian Springs outpaced category dollar growth by ~20 points (brand +20.8% vs. category +0.8%) while nearly doubling unit velocity (+97% vs. category –1%).
• Sequential momentum: In the most recent 4-week period ending August 10, 2025, the brand delivered a +7.2% lift in dollar sales vs. the prior 4 weeks, supported by a +0.5-point increase in max % ACV.
• Distribution and productivity: 997 stores selling (+23.3% vs. YA) as productivity strengthened across doors.
• Format strength: The 50.7 oz SKU led growth with $81.6K in sales and +616% growth, signaling demand for larger, premium formats.
• Punching above its weight: Hawaiian Springs ranked #163 for contribution to category growth despite being #259 in total sales—an over-delivery signal for retailers seeking incremental category gains.

“As category growth normalizes, buyers need brands that bring true incrementality,” added Sipper. “Hawaiian Springs is earning space by converting trial into repeat and trading shoppers up to premium. The brand has come a long way from being closed for 6 months over 18 months ago.”

Retailer & distributor opportunity

Hawaiian Springs’ combination of expanding ACV, rising velocity, and large-format momentum makes it a compelling bet for sets focused on premium trade-up and incremental dollars per linear foot. For placement, pricing, and promotional recommendations tailored to MULO and regional opportunities, contact Bill Sipper.

About Hawaiian Springs

Hawaiian Springs LLC is a premium natural artesian water brand committed to exceptional quality and a clean, crisp taste profile. The company partners closely with retailers and distributors to build sustainable velocity and profitable category growth.

Data source & methodology

Unless noted, all metrics reflect SPINS Brand Insights (Circana MULO, Total US) for the 24 weeks ending August 10, 2025, compared to year-ago periods. MULO includes grocery, mass, club, drug, dollar, military, and select channels as defined by Circana.

Media contact: Bill Sipper