Saratoga Water

It's not just any water; it's Saratoga Spring Water, and it is everywhere. It seems like one minute, nobody's heard of it, and the next, it's the must-have accessory for anyone who's anyone. From its deep historical roots to its viral fame on TikTok, this cobalt-blue bottled water is not just a beverage—it’s a lifestyle statement. But what makes Saratoga Water so special? Let’s explore its journey from ancient healing springs to a modern-day phenomenon.

A Historical Legacy

Saratoga Spring Water traces its origins to the mineral-rich springs of Saratoga Springs, New York. The Iroquois were among the first to recognize the therapeutic properties of these waters in the 14th century, attributing their benefits to divine gifts from Manitou, their god. By the 18th century, European settlers had begun developing the area, transforming it into a luxury health destination. By 1872, bottling operations commenced, ensuring that this pristine water could reach consumers far beyond its natural source.

The springs’ reputation for healing ailments like arthritis and digestive disorders made Saratoga Springs a hotspot for America’s elite during the 19th century. People flocked to “take the waters,” believing in their restorative powers. Today, while many springs have been damaged or diminished due to industrial activity, Saratoga Spring Water remains one of the last bottlers preserving this legacy.

The Composition That Sets It Apart

Saratoga Spring Water boasts an impressive mineral profile that contributes to its health benefits:

Its slightly hard texture and neutral pH of 7 make it ideal for consumption and even skincare applications. With a low Total Dissolved Solids (TDS) level of 73 mg/L, it offers a pure taste that appeals to casual drinkers and connoisseurs alike.

Health and Beauty Benefits

The mineral-rich composition of Saratoga Water provides numerous health advantages:

• Hydration and Digestion: The blend of calcium and magnesium supports hydration while aiding digestion.
• Bone Health: Calcium strengthens bones and teeth, making it a valuable addition to daily diets.
• Skin Care: When used topically, the minerals in Saratoga Water can nourish and hydrate skin, strengthen its barrier, promote collagen production, and enhance elasticity. It is particularly effective in soothing conditions like eczema and acne.

This dual functionality—internal health benefits combined with external skincare applications—has solidified Saratoga as more than just water; it’s an elixir for wellness.

The Modern-Day Craze

Saratoga Spring Water might have remained an understated premium brand if not for fitness influencer Ashton Hall. Hall’s morning routine video featuring Saratoga went viral across Instagram and other platforms, amassing over a billion views. His routine includes:

• Drinking Saratoga Water at 4:00 AM.
• He used it for ice facials by submerging his face into bowls filled with icy Saratoga Water.
• Rehydrate exclusively with its cobalt-blue bottles post-workout.

Hall’s eccentric habits—like rubbing banana peels on his face alongside his water rituals—sparked memes and parodies but also drove unprecedented attention to the brand. Google searches for “Saratoga Water” surged by 1,300%, while Primo Brands Corp., its parent company, saw stock prices jump by up to 16% in premarket trading.

A Premium Brand on the Rise

Primo Brands acquired Saratoga Spring Water in 2021, recognizing its potential as a rapidly growing premium product. In just three years, Saratoga’s sales skyrocketed from $13 million in net revenue during 2021 to $71 million in 2024—a compound annual growth rate of 76%. The company has doubled on-premise locations offering Saratoga and added over 24,500 new retail stores selling the product.

Despite this growth, Saratoga remains a niche player within Primo’s portfolio. Other brands like Poland Spring and Pure Life boast annual sales exceeding $1 billion each. However, Saratoga’s upscale positioning makes it particularly appealing for high-end restaurants and health-conscious consumers seeking alternatives to imported mineral waters.

Why Consumers Love It

Saratoga Spring Water isn’t just about hydration—it’s about experience. Its bold carbonation offers a champagne-like fizz that pairs perfectly with rich foods or appetizers. The cobalt-blue glass bottle adds an element of sophistication that appeals to those who value aesthetics as much as taste.

Moreover, the brand’s association with wellness trends has made it aspirational. Whether it’s Hall’s viral video or its storied history tied to New York’s elite spas, Saratoga embodies luxury and health—a combination that resonates with today’s consumers.

Skincare Meets Social Media

Hall’s use of Saratoga for ice facials has drawn attention to its skincare benefits. Ice baths are known for reducing inflammation and tightening pores, but using mineral-rich water like Saratoga amplifies these effects. The minerals nourish skin while calming redness or irritation—a feature that women’s beauty media often highlights when discussing facial mists or sprays.

This dual appeal—hydration for fitness enthusiasts and skincare benefits for beauty aficionados—has positioned Saratoga uniquely within both markets.

The Viral Marketing Impact

The viral moment sparked by Hall has proven invaluable for Primo Brands Corp., which now considers collaborating with him further. Memes showcasing Hall's obsession with water have flooded social media platforms like X (formerly Twitter), TikTok, and Instagram. Comments such as “Saratoga CEO counting cash” humorously underscore how this unexpected marketing boost has translated into tangible financial gains.

For Primo Brands Corp., leveraging this momentum through strategic partnerships or campaigns could solidify Saratoga’s position as a household name in premium bottled water.

More Than Just Water

Saratoga Spring Water is more than a beverage—it’s an experience steeped in history, enriched by wellness benefits, and amplified by modern-day virality.

Think about it. You've got these Native American dudes way back when, thinking it's magic water, and then like Ashton Hall is chugging it in his morning routine. Crazy, right?

So, whether you're like fancy-schmancy at some restaurant or just using it for a face thing at home, it's got this whole "special" feeling. It's like, it's boujee, it's healthy, and it's well cool. And with this Primo Brands company, it's only gonna get bigger.

So, yeah, it's not just water. It's, like, a whole thing.