""We have an opportunity to speak to a lot more people than I think we thought we did," says Kheri Tillman, chief marketing officer of Saratoga's parent company Primo Brands, in an interview with Fast Company. "Consumers love the blue bottle and want to engage with it in many different places, as opposed to just fine dining. It's a bit of an affordable luxury.""
"Saratoga's total points of distribution has swelled by 69% during the first 11 months of 2025 compared with the prior-year period, the brand told Fast Company, citing data from market researcher Circana. While partnerships with Michelin-starred chefs like Buddha Lo are still important, Saratoga felt it had room to stretch to a wider audience and has done so through a pop-up speakeasy at a 7-Eleven in Los Angeles held in November, a brand partnership with BMX star Nigel Sylvester,"
Saratoga Spring Water expanded distribution by 69% during the first 11 months of 2025, moving beyond its fine-dining origins into wider retail and cultural spaces. The brand appears on shelves at major retailers, in influencer social media content, at the Golden Globes, and in an advertising campaign featuring Skylar Diggins. Experiential activations include a 7-Eleven pop-up speakeasy, and partnerships span Michelin-starred chefs, a BMX athlete, and a water sommelier. The marketing positions the cobalt bottle as an affordable luxury and emphasizes authentic, water-focused creative collaborations to reach broader consumer segments.
#saratoga-spring-water #brand-repositioning #distribution-growth #partnerships #experiential-marketing
Read at Fast Company
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