Bottled water is everywhere, and new categories of enhanced, or luxury products have emerged within the space. From “hydration goals” to sponsored event and celebrity endorsements, brand leaders have emerged in this healthy category that is estimated to be worth 7.3 billion USD. The Essentia Water brand especially, has become synonymous with high performance, including campaigns with Kansas City Chiefs quarterback, Patrick Mahomes and many other celebrity athletes, models, and recording artists.
The first ionized alkaline bottled water offered in the United States, Essentia’s philosophy is that a better you starts with a better water. Essentia pioneered ionized alkaline water in 1998 and is known for its unique ionization process. The brand is CarbonNeutral Packaging Certified® and distributed in over 110,000 retailers across the United States. It’s the #1 alkaline water brand and the #1 selling bottled water brand in the natural channel.
Essentia & UpClear
Essentia Water chose UpClear in 2020 following a competitive review of several vendors. Essentia was impressed by the advanced capabilities of UpClear’s BluePlanner solution that supports a DSD model including planning and visibility on shared trade costs for distributors/retailers. UpClear BluePlanner also provides a better integration to existing systems such as Salesforce and other planning tools. UpClear’s collaboration with Essentia Water prioritized setting up volume and promotions to support Essentia’s growing sales effort and increase in distribution, while also providing more visibility on spend against new growth.
Justin Connell, Head of Finance at Essentia Water said, “We have been extremely pleased with the resources and capabilities of UpClear’s BluePlanner and impressed with its ability to help us grow. If other companies want to have greater visibility of their trade costs and implications, clearer planning capabilities, etc., UpClear should be high on the list of vendors to assess.”
Owen Westcott, CS Director at UpClear said “It’s a journey from purely distributor planning to retail execution and promotion analysis, and we are here to help Essentia through the process.”