Why Saratoga Spring Water is suddenly everywhere |
If you’ve been noticing that cobalt-hued water bottles have started to pop up everywhere you’re not alone. The water has recently made an appearance on shelves at major retailers including Whole Foods and 7-Eleven, starred in viral social media videos created by fitness influencer Ashton Hall, adorned on tables at the Golden Globes, and beginning this week, will star in a fresh new advertising campaign featuring WNBA point guard Skylar Diggins.
All of these marketing efforts represent a more expansive pitch by Saratoga Spring Water that the brand’s premium-priced water isn’t just for fine dining– which has been the brand’s core focus for the past several years — it’s for everyone.
“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, and water-food pairings at fancy restaurants developed with water sommelier Martin Riese.
“It creates, dare I use a water pun, fluidity between........