The Alkaline Water Company Partners with Columbia Distributing to Drive Brand Penetration in the Pacific Northwest

Rhea-AI Summary

The Alkaline Water Company Inc. (WTER) announced a partnership with Columbia Distributing to distribute Alkaline88 throughout Washington, Oregon, and Idaho. This alliance aims to expand market share in the Northwest, leveraging Columbia's Direct-Store-Delivery model, which services 20,000 accounts in the region. The company plans to open a new copacker in the Northwest in Q1 to meet anticipated demand from this rollout. President Ricky Wright emphasized the significance of this partnership in reaching health-conscious consumers.

Positive

• Partnership with Columbia Distributing expected to enhance market share in the Northwest.
• Access to Columbia's network servicing 20,000 accounts will improve product availability.
• New copacker opening planned for Q1 to support increased regional demand.

Negative

• Reliance on DSD model poses risks if production capacity is not maintained.
• Competition from other alkaline water brands may hinder market penetration.

Columbia Distributing and its Affiliates will Distribute Alkaline88 Throughout Washington, Oregon, and Idaho

SCOTTSDALE, Ariz.--(BUSINESS WIRE)-- The Alkaline Water Company Inc. (NASDAQ and CSE: WTER) (the “Company”), the country’s largest independent alkaline water company and the Clean Beverage^® company, announced today that it has partnered with Columbia Distributing to market, sell, and distribute Alkaline88^® to convenience stores and other retailers throughout Washington, Oregon, and Idaho.

“Alkaline88® is proud to partner with Columbia Distributing and we look forward to a long and prosperous relationship,” said Ricky Wright, President and CEO of The Alkaline Water Company. “Columbia is the premier Direct-Store-Delivery (DSD) in the Northwest and services 20,000 accounts throughout Washington, Oregon, California, and Idaho. This agreement will be key to gaining market share in the great Northwest. Our recent success with other DSD partners in Arizona and Nevada showed us the importance of the DSD model in certain channels and markets. The timing also couldn’t be better as we will be opening a new copacker in the Northwest some time in the first quarter. This plant will help us meet the increased regional demand that we expect from our DSD rollout. We look forward to serving our Deliciously Smooth™ Alkaline88 to millions of new health-conscious consumers in the Northwest.”

About The Alkaline Water Company:

The Alkaline Water Company is the Clean Beverage® company making a difference in the water you drink and the world we share.

Founded in 2012, The Alkaline Water Company (NASDAQ and CSE: WTER) is headquartered in Scottsdale, Arizona. Its flagship product, Alkaline88®, is a leading premier alkaline water brand available in bulk and single-serve sizes along with eco-friendly aluminum packaging options. With its innovative, state-of-the-art proprietary electrolysis process, Alkaline88® delivers perfect 8.8 pH alkaline drinking water with trace minerals and electrolytes and boasts the trademarked “Clean Beverage” label. In 2021, The Alkaline Water Company was pleased to welcome Shaquille O’Neal to its board of advisors and to serve as the celebrity brand ambassador for the Alkaline88® and A88 Infused™ brands.

To purchase The Alkaline Water Company’s products online, visit us at www.alkaline88.com.

To learn more about The Alkaline Water Company, please visit www.thealkalinewaterco.com or connect with us on Facebook, Twitter, Instagram, or LinkedIn.

About Columbia Distributing:

Since 1935, Columbia Distributing has helped build some of the best known brands in the beverage business. Today Columbia Distributing and its 3,000+ employees service over 22,000 retail customers covering more than 171,000 square miles in Oregon, Washington and California. Columbia’s success is based on the deep-rooted tradition of delivering quality products, timely service and a genuine concern for customers’ needs. This is achieved by providing ongoing, sustainable opportunities and growth for its employees, customers, suppliers, shareholders and communities. For more information on Columbia Distributing, including employment opportunities, please visit www.coldist.com.

Notice Regarding Forward-Looking Statements

This news release contains “forward-looking statements.” Statements in this news release that are not purely historical are forward-looking statements and include any statements regarding beliefs, plans, expectations, or intentions regarding the future. Such forward-looking statements include, among other things, that the Company looks forward to a long and prosperous relationship with Columbia Distributing; the agreement with Columbia Distributing will be key to gaining market share in the great Northwest; the Company will be opening a new copacker in the Northwest some time in the first quarter and this plant will help the Company meet the increased regional demand that the Company expects from its DSD rollout; and that the Company looks forward to serving its Deliciously Smooth™ Alkaline88 to millions of new health-conscious consumers in the Northwest.

The material assumptions supporting these forward-looking statements include, among others, that the demand for the Company’s products will continue to significantly grow; that the past production capacity of the Company’s co-packing facilities can be maintained or increased; that there will be increased production capacity through implementation of new production facilities, new co-packers and new technology; that there will be an increase in number of products available for sale to retailers and consumers; that there will be an expansion in geographical areas by national retailers carrying the Company’s products; that there will be an expansion into new national and regional grocery retailers; that there will be an expansion into new e-commerce, home delivery, convenience, and healthy food channels; that there will not be interruptions on production of the Company’s products; that there will not be a recall of products due to unintended contamination or other adverse events relating to the Company’s products; and that the Company will be able to obtain additional capital to meet the Company’s growing demand and satisfy the capital expenditure requirements needed to increase production and support sales activity. Actual results could differ from those projected in any forward-looking statements due to numerous factors. Such factors include, among others, governmental regulations being implemented regarding the production and sale of alkaline water or any other products; additional competitors selling alkaline water and enhanced water products in bulk containers reducing the Company’s sales; the fact that the Company does not own or operate any of its production facilities and that co-packers may not renew current agreements and/or not satisfy increased production quotas; the fact that the Company has a limited number of suppliers of its unique bulk bottles; the potential for supply-chain interruption due to factors beyond the Company’s control; the fact that there may be a recall of products due to unintended contamination; the inherent uncertainties associated with operating as an early stage company; changes in customer demand and the fact that consumers may not embrace enhanced water products as expected or at all; the extent to which the Company is successful in gaining new long-term relationships with new retailers and retaining existing relationships with retailers; the Company’s ability to raise the additional funding that it will need to continue to pursue its business, planned capital expansion and sales activity; and competition in the industry in which the Company operates and market conditions. These forward-looking statements are made as of the date of this news release, and the Company assumes no obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those projected in the forward-looking statements, except as required by applicable law, including the securities laws of the United States and Canada. Although the Company believes that any beliefs, plans, expectations, and intentions contained in this news release are reasonable, there can be no assurance that any such beliefs, plans, expectations, or intentions will prove to be accurate. Readers should consult all of the information set forth herein and should also refer to the risk factors disclosure outlined in the reports and other documents the Company files with the SEC, available at www.sec.gov, and on the SEDAR, available at www.sedar.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220302006139/en/

The Alkaline Water Company Inc.

Jeff Wright

Director of Investor Relations

866-242-0240

investors@thealkalinewaterco.com



Media

Jessica Starman

888-461-2233

jessica@elev8newmedia.com

Source: The Alkaline Water Company Inc.

FAQ

What is the significance of the partnership between WTER and Columbia Distributing?

The partnership aims to enhance market share for Alkaline88 in Washington, Oregon, and Idaho by leveraging Columbia's extensive distribution network.

How many accounts does Columbia Distributing service?

Columbia Distributing services over 20,000 accounts in the Northwest region.

When is the new copacker for WTER expected to open?

The new copacker is expected to open in the first quarter of the year.

What challenges might WTER face in the Northwest market?

WTER may face challenges including maintaining production capacity and competition from other alkaline water brands.