Innovation

"The first flavored premium hydration beverage without a sweetener" (https://craftwater.co/).

craftwater directly impacts the health and well-being of their customers. Besides the fact that craftwater has no sugar and no sweetener, it has high-quality flavors with a meaningful boost of electrolytes. There are no carbs, no GMO's, and no calories in the beverage.

They have 5 unique flavors like Lavender Lemonade, Cucumber Lime, and Lemon Ginger. craftwater's goal is to keep people hydrated, allow people to make healthier decisions, and to appeal to the Keto lifestyle. Dana says, she wants "people to feel better about the choices they make and to feel better about themselves".

craftwater is bottled at a local production facility in Streamwood, Illinois. Their water comes from Lake Michigan and goes through an intense purification process. The electrolytes found in the beverage include: Calcium, Magnesium, Potassium, and Sodium. These electrolytes are essential in replenishing people who are dehydrated whether they're not drinking enough water a day, or they are following the Keto lifestyle. It is common when starting the diet to lose fluids and electrolytes. craftwater helps replenish the body of those necessary electrolytes.

Inspiration

Dana wanted to start making healthier choices about what she was consuming. "I wanted to start drinking less soda and more water", she thought this would help her journey towards a healthier lifestyle. However, she wasn't satisfied with the other options which either had too much sugar or comprised the flavor without it. There were no beverages that offered no sugars, no sweeteners, a significant amount of electrolytes, and a great tasting flavor.

Dana was inspired to find a solution and had a passion "to challenge the 'sweetener' status quo" (https://craftwater.co/). craftwater was the result of her decision to make healthier choices available to moms and their children.

She had 3 priorities that would guide her brand:
1. Refreshingly Delicious
2. Truly Hydrating
3. Locally Responsible

The first was to create a beverage that had flavor. The second was to have a product that hydrates. The third priority was to be involved in the community and support children's causes. She focused on these priorities when creating her brand, and continues to maintain these values.

Overall impact

Short-term effects of the innovation:
People nowadays are more inclined to making healthier choices and living a healthy lifestyle. Fast food industries are making the switch to fresh products with healthier options. craftwater provides a simple alternative to sodas or sugary waters. With active moms being one of their target members, not only does this effect their life they can pass down their healthy habits to their children.

Long-term effects of the innovation:
If children grow up with craftwater, they will have learned how to make healthy choices and can apply this knowledge to their own lives. craftwater's recyclable bottles and packaging will provide a more sustainable environment. In the future, plans of biodegradable bottles will reduce waste and keep the environment healthy.

Business benefit

For craftwater to be a little over two years old, they have been very successful because of their customer-oriented focus.

There are three ways to purchase craftwater:

1. Online Ordering

2. Online Subscriptions

3. Retail Locations

craftwater is currently sold at over 50 locations in the Chicagoland area. You can find the beverage at boutiques, family-owned businesses, and health clubs. Dana says what sets craftwater apart from other businesses is, "our focus on our customer's happiness. If the customer is not happy with their order, we will either replace it or refund the value of the product". Their policy for refunds or replacements lasts up to 15 days after the purchase.

Dana's goal is for craftwater to expand with either a partnership or for a large company like Pepsi or Keurig to acquire the business. She hopes that craftwater can be made available to a larger audience.

Social and environmental benefit

craftwater is an excellent alternative to sugary beverages or just plain water. The beverage benefits society because of its ability to keep you hydrated while offering a variety of flavorful tastes with zero calories.

Not only is craftwater helping people make healthier decisions, it is also environmentally friendly. Using locally sourced water, flavors, and bottle production keeps the business centralized. Their bottles, caps, and packaging are all recyclable, making the environment more sustainable.

Interview

Dana Dreves, Owner