Rebel Water: Redefining Refreshment for a New Generation
Strategic Positioning in a Transforming Beverage Market
Launching 2025
Rebel Water is a sustainable, country music-themed canned water brand targeting young country music fans, rodeo attendees, and traditional Southern audiences. Our eco-friendly aluminum cans provide an alternative to plastic bottled water and beer, leveraging the growing bottled water market and the cultural appeal of country music.
Executive Summary
Health & Wellness
Meeting the growing consumer demand for clean, functional hydration options that support active lifestyles without artificial additives or sugar.
Sustainability
Leading the beverage industry's shift away from single-use plastics with infinitely recyclable aluminum packaging that reduces environmental impact.
Cultural Relevance
Tapping into the thriving country music market with authentic branding that resonates with a passionate, loyal consumer base seeking identity-aligned products.
Uniquely positioned for explosive growth with a product that looks like a tall cold beer but delivers eco-friendly, family-friendly hydration. Rebel Water isn't just a beverage — it's a movement.
The Problem
Environmental Crisis
86 billion plastic bottles consumed annually in the U.S. with only 23.2% PET recycling rate
Cultural Disconnect
Most bottled water brands fail to resonate with modern country culture or non-alcoholic social drinkers
Sugary Beverage Fatigue
Gen Z and Millennials seeking healthier lifestyle choices without sacrificing social experience
These converging problems create an opportunity for a brand that addresses environmental concerns while connecting authentically with consumers' values and lifestyle needs.
The Solution
Sustainable Aluminum Tall Can
Cool like beer, clean like water
Eco-Conscious Brand
Speaking the language of country music culture
Socially Acceptable Alternative
Perfect for family and concert settings
Rebel Water delivers pure hydration with cultural relevance and environmental responsibility. Our distinctive packaging creates a socially acceptable alternative for those who want to participate in social rituals without alcohol. Looks like beer. Acts like water. Rebels against plastic.
Competitive Advantage
Rebel Water stands apart through our distinctive packaging format, cultural authenticity, and environmental commitment. While competitors focus primarily on water quality or functional benefits, we deliver a complete lifestyle solution that resonates with consumers on multiple levels.
Market Opportunity
Massive Growth Ahead in Water
The bottled water market is experiencing unprecedented expansion, with a projected global CAGR of 6.7% through 2037 and U.S. growth at 5.7% through 2030. This represents a prime opportunity for innovative brands to capture market share as consumer preferences shift toward healthier, more sustainable options.
U.S. Beverage Sales 2025
$115B
Beer
Declining at ~2% annually
$34B
Bottled Water
Growing at 5% annually
$100B
Coffee
Steady growth market
$60B
Spirits
Including vodka, whiskey, tequila
Bottled water has overtaken soft drinks to become the #1 beverage in the U.S. by volume. The U.S. remains the #2 consumer of bottled water globally, behind only China. Since 2017, when bottled water first surpassed soft drink sales, its market dominance has only continued to grow.
Consumer Trends
Functional Beverages
Growing from $50B to $62B by 2027 as consumers seek added benefits beyond hydration
Low/No Alcohol Options
Significant rise in "sober curious" movement, particularly among younger generations
Authenticity Demand
Younger audiences increasingly supporting brands aligned with their personal values
Sustainable Packaging
Strong preference for aluminum over plastic among eco-conscious consumers
These converging trends create the perfect environment for Rebel Water's innovative approach. As consumers increasingly vote with their dollars for brands that align with their values, our unique positioning at the intersection of these trends gives us a significant advantage.
Introducing Rebel Water
Eco-Friendly & Sustainable
Packaged in recyclable aluminum cans to reduce environmental impact and appeal to eco-conscious consumers.
16oz Tall Can Design
Designed to look like a tall beer can, making it a perfect alternative at venues where beer is traditionally consumed.
100% U.S. Sourced
Sourced and produced entirely within the United States, appealing to patriotic values of our target audience.
Country Music Lifestyle
Marketed specifically to country music fans, cowboys, rodeo attendees, state fair visitors, and Southern consumers.
The Opportunity
Country-Themed Water Brand
First to market in this niche
Growing Non-Alcoholic Market
Increasing demand for alternatives
Declining Beer Sales
Traditional country beverages losing share
Most country music beverage brands are whiskey or beer, missing the growing trend toward bottled water and non-alcoholic options. As beer sales continue to decline at approximately 2% annually, there's a clear opportunity for a country music-themed water brand to capture market share from health-conscious fans looking for alternatives.
Go-to-Market Strategy
Q3 2025: Nashville Launch
Ground zero for Young Country audience
  • Local retail partnerships
  • Music venue distribution
  • DTC e-commerce platform
Q4 2025: Event Activation
Building brand awareness through experiences
  • Rodeos and state fairs
  • Country music festivals
  • Community gatherings
Q1 2026: Regional Expansion
Scaling across the Southeast
  • Regional retail chains
  • Distribution partnerships
  • Expanded event presence
Our strategic rollout leverages Nashville's position as the heart of country music culture to establish authenticity before expanding regionally. This targeted approach ensures we build a loyal customer base while optimizing marketing resources for maximum impact.
Marketing Channels
Social Media Storytelling
Authentic content across TikTok, Instagram, and Facebook showcasing the Rebel Water lifestyle and cultural connections
Event Sampling
Strategic presence at high-traffic country events including state fairs, rodeos, and outdoor concerts
Artist Partnerships
Collaborations with emerging and established country music artists who embody the Rebel Water ethos
Branded Merchandise
Premium lifestyle products including hats, t-shirts, and branded coolers that extend brand presence
Our integrated marketing approach emphasizes authentic storytelling and experiential engagement. By meeting our audience where they already gather and partnering with cultural influencers they trust, we'll establish Rebel Water as "The drink of the country lifestyle."
Target Audience: Country Music Fans
139M
U.S. Country Music Fans
Massive audience ready for culturally-aligned products
57%
Streaming Growth
Explosive increase in country music streaming since 2020
$100K+
Average Income
Affluent demographic with strong purchasing power
Today's country music fans represent a younger, more diverse, and increasingly affluent demographic. They seek brands that authentically connect with their lifestyle and values. This audience has proven buying power and brand loyalty that transcends typical consumer relationships. They're not just listeners — they're brand loyalists.
Our customers
Young Country
Millennials and Gen-Z, ages 18-34
  • Health-conscious
  • Festival and concert attendees
  • Social media active
Traditional Country
Rodeo fans, ages 35-55
  • Value family and community
  • Outdoor enthusiasts
  • Patriotic consumers
All Ages
Broad appeal across demographics
  • Eco-conscious consumers
  • Non-alcoholic beverage seekers
  • Country lifestyle enthusiasts
Cowboys & Southerners
Traditional Southern values
  • Looking for beer alternatives
  • Support American-made products
  • Attend rodeos and state fairs
Financial Highlights
Rebel Water is forecasting strong revenue growth fueled by rapid event-based adoption, retail expansion, and premium pricing. Projected revenue grows from $2.5M in 2025 to $20M by 2027, with units sold scaling from 600K to over 5 million. Initial gross margins of 40% are expected to rise to 60%+ as volume grows and operations streamline. Our lean, capital-efficient strategy mirrors the path of brands like Poppi and Liquid Death — delivering cultural relevance, operational scalability, and clear exit potential.
Industry M&A Validation
Primo Water + BlueTriton merger
(2024) Creates a behemoth in North American bottled water with $6.5 billion in annual revenue and $1.5 billion EBITDA Expected synergy savings of $200 million, combining brands like Poland Spring, Pure Life, Mountain Valley, and more. Additionally, earlier in 2024, Primo Water itself was acquired by BlueTriton for $9 billion. pmassive validation of premium water assets.
Poppi
PepsiCo acquires Poppi (March 2025)
Prebiotic soda brand purchased for $1.95 billion (net: $1.65 billion after tax benefits)growing consumer demand for functional, gut-healthy, better‑for‑you beverages
Glaceau → Coca-Cola
$4.1 Billion Acquisition (2007)
Smartwater/Vitaminwater's cultural relevance and innovative formulations created the blueprint for premium water brand success.
Big Exits for Innovative Waters
These significant acquisitions demonstrate the enormous appetite major beverage companies have for innovative water brands with strong consumer resonance and differentiated positioning. Rebel Water's unique cultural connection and sustainable packaging align perfectly with the attributes strategic buyers value most.
Competitive Landscape
The bottled water market has seen significant M&A activity, with premium brands commanding high valuations. Rebel Water's unique cultural positioning creates a differentiated offering in this competitive landscape.
Product Roadmap
Phase 1 (2025-2026): Core Product Line
Establishing our foundation with premium still and sparkling water in our signature aluminum tall cans. These initial offerings will introduce consumers to our brand ethos and distinctive packaging format.
  • Still purified water
  • Sparkling water (unflavored)
  • Limited edition event-branded cans
Phase 2 (2026-2027): Functional Water Expansion
Building on our established brand presence with enhanced functional water SKUs that deliver additional benefits beyond basic hydration.
  • Electrolyte-enhanced formulations
  • Vitamin-infused varieties
  • Adaptogen wellness blends
Phase 3 (2027+): Innovation Pipeline
Exploring next-generation products that expand our footprint while maintaining our core brand values and environmental commitment.
  • CBD-infused offerings (market dependent)
  • Specialty vitamin blends
  • Collaborative limited editions
The Team
Operations
Beverage industry veterans with deep supply chain expertise
  • Co-packing relationships
  • Logistics optimization
  • Quality control systems
Brand
Creative strategists with consumer packaged goods experience
  • Identity development
  • Packaging design
  • Storytelling expertise
Sales
Distribution specialists with established retail connections
  • Channel strategy
  • Account management
  • Growth planning
Advisory Board
Industry influencers and cultural insiders
  • Music industry connections
  • Beverage sector analysts
  • Sustainability experts
Led by beverage veterans, marketing experts, and cultural insiders with the experience and connections to execute our ambitious vision and navigate industry challenges.
Meet the Rebels
Joshua Donaldson
Co founder
Brand/Sales/Operations
Click here
Billy Williamson
Co Founder
Brand/Sales/Operations
Gerald Pacheco
Partner
Brand/Sales/Operations
Business Model Canvas
Key Partners
  • Co-packing facilities
  • Country music influencers
  • Aluminum suppliers
  • Distribution networks
  • Event promoters
Key Activities
  • Brand building
  • Quality control
  • Distribution management
  • Event activation
  • Digital marketing
Key Resources
  • Brand intellectual property
  • Cultural partnerships
  • Distribution relationships
  • Digital platforms
Cost Structure
  • Manufacturing/co-packing
  • Logistics and distribution
  • Marketing and activation
  • Team and operations
Value Propositions
  • Aluminum sustainability
  • Non-alcoholic culture drink
  • Country lifestyle connection
  • Social belonging
  • Health-conscious positioning
Customer Relationships
  • Community building
  • Lifestyle association
  • Authentic engagement
  • Cultural participation
Customer Segments
  • Country music fans 18-55
  • Event and concert attendees
  • Eco-conscious consumers
  • Non-alcohol preferring socializers
  • Health-oriented millennials/Gen Z
Channels
  • Social media platforms
  • E-commerce direct
  • Retail partnerships
  • Events and experiences
Revenue Streams
  • Canned water sales (primary)
  • Merchandise (secondary)
  • Event partnerships
  • Brand licensing opportunities
Funding Ask & Use of Proceeds
💸 Funding Ask: $1.2 Million
Launching Rebel Water Across the South
We are raising $1.2 million to fuel our expansion across Southern markets, build our brand presence, and establish Rebel Water as the premier choice for country music fans seeking a sustainable, non-alcoholic alternative at venues and retail locations.
Distribution & Logistics
Expanding our reach to key Southern markets and venues
Marketing & Partnerships
Building brand awareness through influencer collaborations and events
Production Scaling
Optimizing manufacturing and increasing production capacity
Team Expansion
Growing our talented team to support rapid scaling