Novato, Calif.-based CG Roxane LLC, the privately held, family-owned, and operated maker of Crystal Geyser Alpine Spring Water announced its Thirst for Progress campaign. The initiative includes a series of creative shorts dedicated to promoting hydration and sustainability throughout the summer season.

The campaign aims to empower consumers to make informed choices about hydration, emphasizing the benefits of choosing sustainable options, the company notes. By opting for Crystal Geyser Alpine Spring Water, consumers not only enjoy pure, natural hydration, but also contribute to environmental initiatives through CG Roxane’s sustainable practices whether at home or on the move this summer, it says.

“Our Thirst for Progress campaign underscores CG Roxane’s commitment to delivering products from high-quality sources while championing sustainability,” said Anne-Charlotte de La Porte, vice president of marketing at CG Roxane, in a statement. “As a family-owned company since our founding in 1990, we have upheld the belief that water should come from the highest quality, natural sources rather than simply from a municipal origin. This philosophy guides our operations and distinguishes Crystal Geyser Alpine Spring Water in the marketplace.”

A July 2024 survey commissioned by CG Roxane and conducted by Talker Research reveals insights into American travelers’ habits and attitudes toward hydration and bottled water. The survey of 2,000 U.S. adults highlights that while 46% of Americans drink more water when traveling, 65% are concerned about the quality of the tap water at their destinations.

Further insights from the survey indicate that 89% of respondents are seeking to improve their preparedness when traveling, although 40% admit they find it difficult to stay hydrated while traveling. Insights also showed that if Americans knew a brand’s disposable bottled water was 100% recyclable and that the packaging was made from recycled materials, they would be 69% more likely to use them.

CG Roxane announced the launch of a tethered cap option, on its 8-ounce bottles, it says. This initiative not only aligns with CG Roxane’s dedication to environmental stewardship, but also anticipates global trends, such as the recent EU mandate phasing out loose caps for plastic drink bottles up to 3 liters as of July 3, 2024, it adds.

CG Roxane’s commitment to sustainability is deeply integrated into its operations. In 2021, the company inaugurated solar panel installations at its San Bernardino recycling PET facility, generating renewable energy to power its operations. These efforts align with CG Roxane’s goal to mitigate its environmental footprint, having saved 3,346 metric tons of CO2 emissions since inception — the equivalent of more than 55,000 trees planted, the company says. In 2023, the company also scaled up its use of renewable energy by launching a solar PV (photovoltaic) installation to power its Johnstown, N.Y.-based bottling factory and improving solar energy generation at its Novato headquarters, it notes.

“We are proud to be at the forefront of sustainability in the bottled water industry,” added Charles Calvat, director of corporate social responsibility at CG Roxane. “By producing Crystal Geyser Alpine Spring Water bottles with no less than 50% recycled PET content, we save 28.5 thousand metric tons of CO2 annually — equivalent to the electricity use of 5,565 homes for a year. This initiative not only meets regulatory standards, but also reflects our commitment to environmental stewardship.”