UPDATE:  Looks like FLOW is now available in select stores including Whole Foods Yorkville!  It’s great that the water is now able to get some proper visibility!  Best of luck to them.

I was recently sent a box of individual water from FLOW, a new alkaline water through its PR company, NKPR.  I was fairly excited to try it, hoping that there was something “special” about it.  The press package noted that it has natural electrolytes, minerals such as calcium carbonate, magnesium and potassium as well as an alkaline pH.  It is packaged in TetraPak, thus more enviromentally friendly as it does not contain BPA and PET.  It is marketed as being “socially conscious.”

FLOW water

While the water has a slight sweet, silky taste, which I liked, I’m not sure how “special” it is.  The promotional material notes its production process, which I did not find too different from many of its competing brands.  Glacier water is nothing new, nor is water packaged in containers other than bottles.  The very fact that FLOW is only available online through a subscription and delivery service ($24.99 for a one time delivery.  There are also monthly, weekly and annual options)  worries me a little.  Without good social marketing skills and partnerships, how easy will the word get out?  Good social media skills aren’t too hard to achieve (but one must find the correct person or people),  but partnerships may be more difficult.

That said, I would love to see FLOW partner with yoga studios and boutique gyms for exposure.  Perhaps even events with its members.  And maybe a stint on Dragon’s Den, now that two of the new Dragons for the upcoming season are younger and likely more open to products like this.  Without that, it’s…just water.