Soho Waterworks was launched in September 2019 by three founders, including CEO Angela Cooper, a Cobble Hill resident.
Through social media, public relations, video production and other content, the company is informing consumers on the benefits of the drinking water they are consuming. It is planning to roll out an educational campaign on March 22, which is World Water Day.
“Water is something I hold close to my heart,” Cooper said. “Clean water isn’t something that’s accessible to everybody.”
Naturally sourced waters, whether they are from glaciers, artesian wells or naturally filtered aquifers, have many documented health benefits. They are high in minerals, calcium and magnesium, which conventional bottled waters do not have.
One of Soho Waterworks’s clients is Alaska Glacier Products, which sources its water from Alaska’s Eklutna Lake. Cooper said that AGP is a small boutique company with about 10 employees that handle bottling, filling and shipping.
They don’t have the sales or marketing capacity, which is where Soho Waterworks plays a role.
“They don’t have the capability to break into the market the way our platform is set up to do,” Cooper said. “We’re creating that relationship and telling a story about our brands.”
By marketing brands like Alaska Glacier Products, Soho Waterworks hopes that more naturally sourced waters will capture a bigger share of the $18 billion bottled water market. According to the company, naturally sourced water only makes up 12 percent of oversall sales of the industry.
“Our goal is to be a leader in the sales and distribution market in the U.S.,” Cooper said, “making clean water available for all.”
During the pandemic, Cooper noted that the company did not have the ability to go into stores to help sell their brands. But she said the last year has also been an opportunity for the company to grow, dial into its marketing and communicate with retailers.
“There was a hindrance,” she said, “but also an opportunity.”
Moving forward, the Brooklyn-based company is planning to roll out partnerships, push for environmentally-friendly packaging and help disadvantaged communities. It is also pushing to pass a national bottle recycling law.
“We’re taking it step by step,” Cooper said, “one drop at a time.”