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ANAHEIM, CA — According to actor and co-founder Oliver Trevna, celebrity-backed Caliwater was founded on a simple idea: “Why use coconut when you can make cactus?”
Trevna, who describes herself as a huge coconut water drinker, co-founded Caliwater in 2021 after discovering an alternative to ‘Mother Nature’s super fruit’ – the prickly pear cactus. Caliwater is positioned as an alternative to coconut water and sports drinks with added electrolytes and less sugar and calories.
Celebrity-endorsed beverages are nothing new, but Caliwater is uniquely building up star power, especially in a crowded beverage industry where brands leverage partnerships to stand out.
Actress Vanessa Hudgens is another co-founder, and the brand has launched a blood orange flavor endorsed by musician Demi Lovato. Other notable investors include Glen Powell, Gerard Butler, and Cody Bellinger.
Earlier this week, Caliwater added musician Benson Boone as an investor and partner. The brand has plans for Boone to participate, but has not revealed any specifics.
Despite its long list of celebrity sponsors, Caliwater emphasizes its flavor above all else. Trevna, who likes healthier drinks, might say she likes kombucha, but joked that “if I put her on a lie detector machine… it would beep.” Caliwater represents the exact opposite of that experience.
The hydration category has become more popular in recent years as more consumers choose beverages for more than just sports. Hydrating drinks like coconut water, which are presented as a better-for-you alternative, have especially benefited with Vita Coco. For example, we aim to cross the $1 billion revenue threshold within the next five years.
“Hydration and health are important factors in any country you live in, especially in the U.S.,” Trevna, a UK native, said at the Natural Products Expo West conference in Anaheim. “If you can drink what you like and get the health benefits from it at the same time, it’s kind of a win-win.”
Cactus is the base of all Caliwater’s drinks, but the brand also offers ginger and lime, pineapple and watermelon flavors. In addition to promoting its health and hydration benefits, Caliwater wants to position itself as a mixer for alcoholic beverages or mocktails.
The company also recently launched a children’s pouch, which Trevna says is “important because children are brutally honest, and they can’t be influenced by celebrities.”
The drink is sold in the U.S. and Mexico, and Trevna said the company is eyeing Canada for its next expansion.
As Caliwater looks to expand, it has hired Blair Owens, former CEO of flavored water startup Hint, as its first CEO. Trevna said in a statement that Owens, who has held leadership and marketing roles at Coca-Cola and Monster, “understands how to intentionally scale brands, build high-performing teams, and execute with discipline.”
Trevna’s resume includes appearances in several films, but pivoting to a new field like a beverage company is a welcome challenge.
“The authenticity of (Caliwater) was there (and) you know, it was a challenge,” Trevna said. “We’ve built something that’s independent, and it’s not a quick fix. We’re not trying to win right away.”
