Wait, Erewhon Is Selling Water For How Much?

Just when I think Erewhon has Erewhon-ed enough, they’ve gone and out Erewhon-ed themselves. I try to give Erewhon some grace. It’s a luxury grocery store. I walk into there with this in mind. It’s an experience. Like the zoo. You go to just look around and admire the wondrous things that can exist in the same world that we live in. This latest drop might break me, though. Erewhon, unfortunately, you lost me with your $12 water.

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Sacred Water By Jolie

Wow. What a name. We are off to a fantastic start. Erewhon has launched a new glass of water that they are calling Sacred Water. Well, calling it a glass of water is a little clickbaity. It is a souped up glass of water! Made in their Tonic Bar, this glass of water blends grape juice, coconut milk, coconut water, and jasmine tea. That mixture is then “delicately layered” with holy basil, anise, cardamom, and raw honey.

That’s how you get Sacred Water by Jolie. If you’re like me and wondered who “Jolie” was, I have info. Jolie is, in fact, not Angelina (what I had assumed considering the Hailey Bieber of Erewhon past) but in fact Jolie the shower filter brand.

Yes, really. Why does a shower filter brand have skin in the Erewhon game? My best guess is because they’re both luxury brands. I hope no one’s showering with their Sacred Water. 

Seriously, Twelve Dollars?

That’s $1 per ounce. I should be desensitized to this by now. This isn’t the first time that Erewhon has charged a fortune for water. They’ve been selling a half gallon of “hyper oxygenated water” for $26 for some time. The last straw for me with this new water is that because this is from Erewhon’s Tonic Bar, it comes in a plain plastic cup. At least dress it up if you want this to be a luxurious experience.

What’s the Reaction to Erewhon’s Sacred Water?

Even a recession can’t stop people from bowing down in Erewhon’s comments to praise this one. The comments are filled with feedback like “Sounds divine!!” and “Ceremonial grade hydration.” One person said “It’s been sold out, trying again today.” I can’t believe that Erewhon actually ran out of water.

At the end of the day, I try to chalk this up to marketing. It was created by a room of suits to go viral. And it really is working. I’m trying not to stop and think about what it says about us as consumers if this is a real product that people are actually spending their precious dollars on. My head is fully in the sand on this one!