Woolworths has partnered with global hydration brand, Waterdrop, becoming the first Australian grocery store to stock the booming functional beverage, across more than 900 of its stores.
The deal comes against a backdrop of Australia’s rapidly growing interest in electrolyte and flavoured and functional waters, with shoppers looking for healthier and more affordable alternatives to sugary or alcoholic drinks.
Founded in 2016 in Austria and launched in 2023 in Australia, Waterdrop has amassed a powerful online fanbase, with tennis superstar Novak Djokovic as one of the company’s investors. Recently the brand was the official partner of the Australian Open, installing water refill stations around Rod Laver Arena and supplying players with refillable bottles, helping avoid more than 96,000 plastic bottles on court, for athletes alone.
A Waterdrop Microdrink is a small, sugar-free cube with natural fruit and plant extracts that transforms plain water into a refreshing, flavourful drink. The global beverage brand started out selling purely online and has a customer base of 3 million. This is Waterdrop Australia’s first move into physical retail.
Waterdrop Australia managing director, Catherine Dix, said the local community has been asking for the products to be stocked in grocery stores since launch.
“Rolling out in 900+ Woolworths stores nationally is a huge milestone for the brand and it reinforces how dominant the health-conscious beverage category has come to be in Australia,” said Dix.
“Consumer interest in functional hydration and a changing focus towards sugar-free and alcohol-free drinks is a trend that is clearly not going away.”
Woolworths will stock five Waterdrop vitamin and electrolyte SKUs in the health food aisle across 90 per cent of its stores in varying ranging mixes, including Berry, Cola, Iced Tea Peach, Grapefruit and Passionfruit. The brand has more than 15 flavour SKUs in Australia, and also sells stainless steel water bottles, though these will not be stocked yet.
“Selling waterdrop direct up to now has meant we’ve developed a deep understanding of our customers and what makes them repeat purchasers,” said Dix.
“They want to buy Waterdrop weekly because it solves a problem for them. We’re told time and time again how much it’s helped remove sugary drink reliance from their diet, or helped them stay hydrated through hot days when they don’t enjoy the taste of plain water.
“That, and because it tastes good! Customers love that our electrolyte drink cubes don’t taste like a product from the chemist you’d buy when you’re unwell. There’s nothing else like Waterdrop on the market here in terms of flavour range and health benefits, and so we’re delighted to be able to reach more Aussies with the incredible visibility that being stocked in Woolworths delivers,” she said.
