Coca-Cola is one of the largest beverage companies in the world and owns several popular water brands. Water makes up a significant portion of Coca-Cola’s portfolio with the company reporting sales of over $7 billion worth of bottled water in 2020 alone. Coca-Cola owns some of the top-selling bottled water brands globally including Dasani, Smartwater, and Glacéau Vitaminwater.
Dasani
Dasani is one of Coca-Cola’s flagship water brands and one of the most widely available bottled waters in the world. Dasani was launched in 1999 and is now sold across North America, the UK, and South Africa. It is the second best-selling bottled water brand in the United States behind only Aquafina. Dasani purified water goes through a filtration process that utilizes reverse osmosis to remove impurities and minerals from the water while adding back trace amounts of magnesium and potassium for taste. The water has a crisp, clean taste and is advertised as being bottled locally to where it is sold.
Dasani Sales and Market Share
As Coca-Cola’s leading water brand, Dasani accounts for a sizable portion of the company’s water sales. Dasani reached over $2.1 billion in North American sales in 2020. It holds about 9% of the U.S. bottled water market share by volume, making it the second most popular bottled water behind PepsiCo’s Aquafina. Dasani is sold throughout the United States, Canada, and Mexico in sizes ranging from 20oz single serve bottles to multi-gallon jugs. It is also available in flavored and sparkling varieties. Outside of North America, Dasani comprises 24% of Coca-Cola’s international water portfolio.
Dasani Water Sources
Dasani does not come from a single natural spring source the way many other bottled water brands do. Instead, Coca-Cola sources Dasani water from local municipal water supplies in the regions where it is sold. The water goes through a filtration process commonly referred to as reverse osmosis. This multi-step purification process filters out unwanted particles and minerals using pressure to push the water through microscopic pores. The source water used for Dasani undergoes additional filtration, UV purification, and ozonation at Coca-Cola bottling plants before being bottled. While the source water varies by location, Dasani has a consistent taste and mineral composition through Coca-Cola’s controlled filtration techniques.
Smartwater
Launched in 1996, Smartwater is one of Coca-Cola’s premium bottled water brands. Made using vapor-distilled water, Smartwater is purified water that has minerals added back in for taste. It contains electrolytes like calcium, magnesium, and potassium. The “smart” in Smartwater refers to the precise mix of electrolytes Coca-Cola scientists use to achieve Smartwater’s smooth, crisp taste. While it commands a higher price point than Dasani, Smartwater is positioned as a premium bottled water brand and is a rising performer in Coca-Cola’s portfolio.
Smartwater Sales
Since being acquired by Coca-Cola in 2007, Smartwater sales and market share have grown considerably. Between 2018 and 2020, Smartwater’s dollar sales grew over 25% driven largely by flavor and packaging innovations. In 2020, Smartwater accounted for $845 million in retail sales and had a 2.7% share of the U.S. bottled water market, making it a top 5 bottled water brand. Smartwater is sold in a variety of bottle sizes including 850mL and 1L bottles commonly found in convenience stores as well as sports cap bottles, multi-packs, and larger share sizes popular in grocery stores. It is available in plain as well as lime, strawberry, and pineapple flavors.
Smartwater Sources
While the majority of its electrolytes are added after the purification process, Smartwater does begin with municipal water sources. The water used for Smartwater goes through vapor-distillation, an intensive boiling and condensation process that removes impurities. This purified water is then remineralized with calcium chloride, magnesium chloride, and potassium bicarbonate. The specific blend of minerals and electrolytes gives Smartwater its clean, crisp taste. Unlike spring water which originates from a natural underground source, Smartwater comes from public drinking water supplies and is bottled close to the areas where it is sold.
Glacéau Vitaminwater
Glacéau Vitaminwater is a flavored water brand under the Coca-Cola umbrella that contains added vitamins and minerals. Originally founded in 1996, Glacéau was purchased by Coca-Cola in 2007. In addition to Vitaminwater, Glacéau produces Smartwater and Fruitwater. Glacéau Vitaminwater is a non-carbonated beverage advertised as a nutrient-enhanced water drink. With fruity flavors and vitamin fortification, it markets itself as a healthy alternative to soda.
Vitaminwater Sales and Market Positioning
As a leader in the flavored water segment, Vitaminwater sales were over $1.2 billion in 2020. It has a strong market positioning particularly among millennials who seek out the functional benefits from vitamins and antioxidants. Vitaminwater contains a range of B vitamins, vitamin C, antioxidants, and electrolytes added to purified water along with natural and artificial sweeteners. It is available in a variety of flavors including XXX, an acai-blueberry-pomegranate flavor, and Revive, a fruit punch flavor with vitamins A, C, and E.
Vitaminwater Ingredients
The vitamin-enhanced Coca-Cola water got its start focusing heavily on nutrition claims and fortification with vitamins and minerals. However, a 2010 class action lawsuit challenged the validity of some of Glacéau’s health claims on Vitaminwater labels. As part of a settlement, Coca-Cola agreed to limit some of the health-focused language used in marketing Glacéau beverages going forward. Vitaminwater’s ingredients include purified water, crystalline fructose, cane sugar, vitamins, and natural flavors. Select varieties also contain caffeine, erythritol, and ginseng for an energy boost.
Regional Bottled Water Brands
In addition to its major global brands, Coca-Cola produces several regional bottled water brands tailored to local markets. Some bottled water brands fully owned by Coca-Cola include:
- BonAqua: Sold in Asia, Latin America, and parts of Europe, BonAqua is one of Coca-Cola’s billion dollar water brands by retail value.
- Kinley: Another top water brand for Coca-Cola, Kinley is marketed heavily in India and Southeast Asia.
- Ciel: A purified water sold in Mexico with over 50% market share in the country.
- Aquarius: A flavored water sold in Japan that is among the top five soft drink brands in the country.
- Glacéau Fruitwater: A vitamin-enhanced flavored water sold primarily in North America.
Coca-Cola also has ownership stakes in other regional water brands including I LOHAS in Japan, Earth & Arrow in Australia, and Apollinaris in Germany. With its broad portfolio of global water brands like Dasani and strong tailored offerings in local markets, Coca-Cola is situated as a leader in the fast-moving bottled water market.
Table: Coca-Cola’s Top Water Brands by Global Sales
| Brand | Type | Global Sales |
|---|---|---|
| Dasani | Purified Water | $2.1 billion (2020) |
| Smartwater | Vapor-Distilled Water | $845 million (2020) |
| Glacéau Vitaminwater | Flavored Vitamin Water | $1.2 billion (2020) |
| BonAqua | Purified and Mineral Water | $1 billion+ (Annual) |
| Kinley | Purified Water | N/A |
| Ciel | Purified Water | 50% market share in Mexico |
Conclusion
Through brands like Dasani, Smartwater, and Vitaminwater, Coca-Cola has established itself as a major player in the bottled water industry. While not all brands are available worldwide, Coca-Cola’s portfolio includes waters sourced from local municipal supplies as well as premium vapor-distilled and flavored waters. Regional brands like BonAqua and Kinley provide Coca-Cola with a strong bottled water presence across Asia, Latin America, and Europe. With over $7 billion in global water sales, Coca-Cola continues to expand its bottled water business particularly in emerging markets as health-conscious consumers look towards water as an alternative to sugary sodas.