Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Bottled Water

Up Close With

Lifestyle bottled water company takes hydration to the next level

VOSS+ Aquamin uses Icelandic seaweed to create extra-hydrating water

By Barbara Harfmann
UpCloseWith_VOSS_2021_Lineup.jpg
(Image courtesy of VOSS)
December 18, 2020

Water is life — here and around the world. In fact, 60 percent of our bodies are made up of water and this refreshing liquid is essential to many ecosystems. Since 2016, bottled water has been No. 1 in consumer preference and remains the largest beverage category by volume, reaching a major milestone when it surpassed carbonated soft drinks, states New York-based Beverage Marketing Corporation. Since 2000, New York-based VOSS water has been giving health-conscious consumers the premium water they have been thirsting for.

In fact, through hard work and perseverance, the company evolved its discerning water brand from distribution in high-end restaurants and hotels to everyday retailers including grocery, convenience store and mass as well as online.

“Founded by two Norwegian entrepreneurs, the independently-owned VOSS delivers its premium bottled waters in iconic cylindrical glass bottles to more than 50 countries globally. Utilizing water from the purest source, VOSS embodies conscious hydration on every level, from formulation through sourcing and packaging,” says Glenn Hartman, chief executive officer (CEO) of VOSS.

“For the first 10 years of its existence, VOSS was only available in high-end restaurants and hotels,” Hartman explains. “Building the brand in this manner, instead of leveraging traditional marketing methods like systematic retail distribution, large scale advertising campaigns or flashy PR, created a level of brand equity that has proved to be very powerful molding the brand into what it is today.”

VOSS quickly grew to become the preferred bottled water brand of thought leaders and trendsetters all over the world.

Recognizing global health-and-wellness trends during the past 20 years, VOSS has expanded its portfolio to include a range of still, sparkling, naturally flavored and enhanced water products available in a range of more portable options tailored for a variety of consumption occasions.

VOSS donated to those impacted by COVID-1
Click image for larger version
Working with multiple hospitals and organizations, VOSS donated and delivered more than 700,000 bottles of water to those impacted by COVID-19. (Image courtesy of Northwell Health's Long Island Jewish Medical Center)

Beyond Hydration

Noticing a consumer trend of seeking products that fit a healthier lifestyle, VOSS decided to develop the new VOSS+ enhanced water line of innovations that seek to develop products with functionality “beyond hydration.” “The multi-billion dollar segment of enhanced water is outpacing the premium water segment in both sales and velocity growth and is a perfect opportunity for VOSS to innovate within,” explains Kyle Reinneck, director of marketing at VOSS.

The first product in the line, VOSS+ Aquamin (formerly VOSS Plus) is infused with Aquamin — a blend of 74 minerals and electrolytes sourced from the coastal seas of Iceland. Aquamin is a registered trademark of Marigot Ltd.

VOSS+ Aquamin was created for the physically active, on-the-go consumers to take them farther and early numbers indicate that VOSS+ Aquamin is a winner with consumers. After only 3 months post launch, it became the No. 1 VOSS SKU in its largest retail outlet and the No. 4 VOSS SKU nationally.

In spring 2021, VOSS will expand on its enhanced water line success by introducing VOSS+ Vitamin D and VOSS+ Collagen. Driven by the insight that over 40 percent of adults in the U.S. are vitamin D deficient, each bottle of VOSS+ Vitamin D provides consumers with 50 percent of the average adult’s recommended daily intake of vitamin D. With a slight citrus essence and zero calories, VOSS+ Vitamin D seeks to help consumers feel their best. Each bottle of VOSS+ Collagen will be infused with 10 grams of collagen protein. With a slight berry essence and no added sugars, this enhanced water tastes  incredibly refreshing and smooth.

The new VOSS+ bottles are produced using 100 percent recycled plastic which follows the company’s ethos while also supporting the active, on-the-go lifestyles of consumers.

“The new VOSS+ product line supports our ‘Live Every Drop’ positioning, which aims to inspire consumers to live life to the fullest by providing meaningful benefits beyond hydration,” Reinneck adds.

Giving Back

With VOSS+ Aquamin originally scheduled to launch in March 2020, COVID-19 quickly reset priorities. Knowing that there was a greater good that needed to happen during this time of crisis, VOSS quickly shifted focus to helping hydrate frontline healthcare workers. Working with multiple hospitals and organizations, VOSS donated and delivered more than 700,000 bottles of water.

“As a company built on principles of environmental and social responsibility, it is our mission to ensure that VOSS is there to help provide the necessity of clean, pure drinking water during times of crisis to those who need it most,” Hartman notes.

In addition to COVID relief donations and sustainable packaging initiatives, VOSS rounded out 2020 with the VOSS Drops of Kindness campaign in partnership with Dwayne “the Rock” Johnson which encouraged consumers to show everyday acts of kindness. Building on their own corporate example, VOSS believes that even a small act of kindness has a lasting ripple effect and that it is its responsibility as a well-known brand to use their platform for good whenever possible.

VOSS enters 2021 driven to provide consumers with products based on a foundation of quality and purity to help them “Live Every Drop” with an eye on both being as sustainable as possible and mindful of giving back to the communities in which they are in.

KEYWORDS: bottled water health and wellness

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Barbara h200x200

Barbara Harfmann, managing editor of Beverage Industry, visits beverage companies for cover stories and facility tours, and writes and edits for the magazine’s print and online components. She also represents the magazine at trade shows and events. She earned a Bachelor of Science in Mass Communications and Public Relations from Illinois State University.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Wine & Spirits
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Sting Energy

PepsiCo, Sting Energy unveil global partnership with Formula 1

top 100 beverage companies

Top 100 Beverage Companies of 2024

people drinking Wynk

Mindful drinking prompts growth for THC beverages

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

June 26, 2025

FAST. FOCUSED. FUELED: Delivering Energy Consumers Can Feel

Learn how to formulate products that deliver the energy experiences that people want, and keep them coming back for more.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Homebrewing

    Homebrewers take hobby to next level

    See More
  • bottled water category

    Flavored, enhanced waters contribute to growth in bottled water category

    See More
  • New Label Options Take Beverage packaging to the Next Level

    See More

Related Products

See More Products
  • GlobalData_Consumer.jpg

    Where Next for Bottled Water? Exploring consumer trends and innovation opportunities in bottled water

See More Products

Events

View AllSubmit An Event
  • February 13, 2025

    Beyond Hydration: What’s Next in Functional Beverages?

    On Demand In this webinar, Black Swan Data uses their cutting-edge AI and predictive trend intelligence to reveal what’s next in the functional beverages space.
View AllSubmit An Event
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing