Alkaline water Perfect Hydration to launch in aluminium cans in Q1 2020

Alkaline water brand Perfect Hydration (pH) will be launched in recycled polyethylene terephthalate (rPET) bottles and aluminium cans in the first quarter in 2021.

The brand, which will include a new message and graphic, will spend in a digital media, social media advertising, community engagement, and shopper marketing programming to make consumers aware of the launch of the rPET bottles and aluminium cans.

"Simply put, consumers can't get ultra-purified 9.5+ pH alkaline water with electrolytes from their faucets," said Louisa Lawless, Chief Strategy Officer of Stratus Group. "Perfect Hydration has to be packaged for consumption. However, we have worked intently to optimize our supply chains and packaging to be more sustainable, keeping bottles out of oceans and landfills and reducing the need for new virgin plastic. We are proud to be launching our recycled plastic bottles and aluminum cans at the beginning of 2021. They are a win-win for our discerning consumers who want to achieve better hydration and make more environmentally-friendly purchasing decisions."

Perfect Hydration will convert its 1-liter, 1.5-liter and 1 gallon bottles to post-consumer recycled polyethylene terephthalate (rPET) bottles.

"We are proud to work with sustainably-minded partners like Stratus Group," said Michael Blumfield, Senior Vice President of Sales and Marketing at Classic Beverage of Southern California. "Classic Beverage of Southern California has common goals to reduce waste and utilizing rPET in our Perfect Hydration offerings will help us achieve mutual goals and positive steps forward."

"We believe that most retailers and consumers are seeking better, more environmentally-friendly packaging and it's our duty as a wellness-focused brand to give them better options," added Lawless. "I am proud that we are taking the lead on sustainability, and we hope more brands in all industries jump on this bandwagon."