Snaxshot #20: Water, Water, Everywhere
and many a brand to spare 💧
A newsletter on upcoming food and beverage trends that offers a curation of brands and aesthetics written by Andrea Hernández.
🔮 Peek into the future:
Why are we so damn thirsty?!
The cult around hydration
Liquid Death’s shitposting to success
The beautiful story behind Ugly
Curation of brands + Spoonful of News
Don’t be shy, the water’s warm, don’t forget to hit the subscribe button below.
Water We Even Doing? 🎤
A thousand girls that look like me
Staring out at the open sea
Repeat the words until they're true
Cover my eyes electric blue
—Electric Blue, Arcade Fire
Welcome back, thanks for being here, I’m your beloved quasi, non-controversial host, and in today’s expose: “Millennials: The Thirst Has Actually Always Been Real” —whether it’s a love for carbonation, seeking healthier alternatives, restoration or simply feeling that we are not adequately hydrated, we can’t get enough of water, you heard it here first, our generation is a bunch of H2h0s. Water is literally the lubricant of life, liquid nourishment that somehow we constantly deprive ourselves of, or at least we think we do.
Even though our generation finds itself constantly bullied by Twitter accounts whose sole purpose is to remind us, in a seemingly begrudging manner, that we should perhaps have a glass of water or two, we are actually consuming a lot more water than we think, in fact, way before we turned water into the latest external signaler, there were indicators that water consumption would actually surpass soda consumption, with Millennials driving this shift. Ironic, considering we were literally the generation that grew up drinking the worst kind of sugary beverages, from trading Capri Suns and Hi-C Ecto Coolers to trying to curve our addictions later on with Diet Cokes and sugar-free Red Bulls.
Now I can't get my head around it
I thought I found it
But I found out I don't know shit
—Electric Blue, Arcade Fire
In Aqua Veritas, A Tale of Two Cults 👁️
Water has always had cult following around it, and who could blame us considering just how quintessential it is to our literal existence, we built entire civilizations next to it, similar to the Sun, but maybe not quite as popular, or maybe, just a bit more underground. The cult of water has a lot of sects, and sub-sects, stemming from a post-industrialization era and of course, capitalism. From the airs of pompousness of French eaus, to the steamy allure of the Italian acquas, to the inviting frescas of Latin America, and so forth.
We all know of the sect of Topo Chico, primordially found in northern Mexico and Texas, the brand has been around for literally an entire century and has mythological type origins, according to their brand story, stemming back to the 1400s and the discovery of Topo Chico cerro, way before it became the latest signaler of in the know. By the 2010s, the brand had become a bartender favorite, in line with Millennials coming of age and seeking healthier alternatives, the brand saw such an explosion that Coca Cola acquired them by 2017, to the dismay of many, even spurring controversy amongst TC purists, after their most recent announcement of Topo Chico hard seltzer.