American import Water Joe, a caffeinated water product, is set to hit UK stores sometime in September, making it the country’s first such water brand. Water Joe will be marketed as a functional energy drink.
The caffeine-enhanced brand is well known in the US and Germany, and is a licensee of German producer and supplier Godwana Trade GMBH of Hamburg, which is looking at bringing the product to the UK.
In the US, Water Joe markets itself as a no calorie, no sugar, no preservative mineral water energy drink “without the sticky sweetness of cola or energy drinks”. It was launched in 1995 in the US and first rolled out through college campuses.
In Germany the brand has built up its profile through television advertising, presence at events such as the dance festival Loveparade and sponsorship of sports, including motor racing. It is available in 500ml plastic bottles with a sports cap.
A spokeswoman for Miller Brands Germany, which has the license to handle off-trade distribution, says that the company is in negotiations with potential UK distributors and hopes to see Water Joe shipped in “within two months”.
Functional drinks, which contain added vitamins or performance enhancing ingredients, are predicted to be the fastest-growing sector for the soft drinks market.