Flow: A Decade of Purpose-Driven Hydration and Sustainable Innovation

Starting at the Source

Flow Mineral Spring Water was born from a moment of profound clarity in 2015. After attending the Burning Man festival, Nicholas Reichenbach witnessed the staggering environmental impact of single-use plastics—specifically, the mountains of discarded plastic water bottles. Instead of just feeling frustration, Reichenbach resolved to find a solution that would combine his passion for sustainability with his entrepreneurial spirit. That solution was Flow

However, the roots of Flow go much deeper. As a child, Reichenbach had grown up drinking water directly from a natural artesian spring on his family’s farm in Ontario. This spring became an early and cherished part of his life. Years later, in a moment of serendipity, he was faced with the environmental crisis of plastic waste and recalled the purity of his family spring that releases over a million liters of mineral-rich, alkaline water into the environment naturally every day. He envisioned creating a product that could deliver this premium hydration to the world—without contributing to plastic pollution. 

"I thought... there's an opportunity to completely disrupt the bottled-water industry by offering consumers the highest quality spring water in more innovative, sustainable packaging.”

In 2015, Reichenbach founded Flow Mineral Spring Water. Tapping into the same spring he had appreciated as a child, Flow offered consumers optimal hydration—pristine mineral spring water with naturally occurring electrolytes and minerals, straight from the source. These added benefits ensured a crisp, clean tasting experience that would elevate the mental and physical performance of consumers, contributing to overall wellness.  

Building Momentum

From its inception, Flow has been driven by a purpose deeply rooted in wellness and sustainability. This clear mission attracted early partners who resonated with Flow’s values, significantly accelerating the brand's growth. One of the most influential partnerships was with Gwyneth Paltrow, a trailblazer in the wellness space and a key figure in making health-conscious living both cool and accessible. Flow tapped into this movement by partnering with Paltrow's lifestyle brand, goop, on branded digital content and experiential activations at the In goop Health summits, where Flow’s mission of wellness and sustainability aligned perfectly with goop’s ethos. 

The partnership with Gwyneth Paltrow began organically and expanded when she attended one of Flow’s biggest trade shows, generating substantial interest and awareness around the brand.

Another pivotal partnership was with Shawn Mendes, a global pop star and early supporter of Flow’s home delivery service. Mendes started drinking Flow as a customer, drawn to the brand’s values and its mission to offer a more sustainable hydration option. This authentic connection evolved into a broader partnership, where Mendes became both an investor and a brand ambassador. Flow’s campaign with Mendes significantly expanded the brand’s reach, especially among younger, health-conscious consumers.

Building on the momentum of these early partnerships, Flow’s campaign expanded to include other celebrities such as Halle Berry, Russell Westbrook and Hannah Bronfman, all of whom shared a passion for health, wellness, and environmental advocacy—setting the stage for Flow’s rapid expansion.  

The brand’s ability to attract top-tier talent and celebrities who share its values has been key to solidifying its presence in the premium beverage market. 

Brand Reinvention

In 2024, Flow took a significant step in its brand evolution by rebranding to Flow Mineral Spring Water. This shift emphasized the naturally alkaline, mineral-rich quality of its water and reinforced its premium positioning in the market. The rebrand was part of a broader strategy to align Flow’s identity with consumer demand for functional, high-quality beverages that support health and wellness. 

Flow also redesigned its Tetra Pak packaging as part of this transformation. The new packaging featured a sleeker, modern design that visually reinforced the brand’s premium positioning, while maintaining its core sustainability promise. Made from over 68% renewable materials, Flow’s newly designed Tetra Pak is the most sustainable format in the market, further differentiating  the brand from traditional bottled water. 

The rebrand coincided with the launch of Flow’s Hydrate Up brand platform, which encouraged consumers to view Flow as more than just hydration—it was about elevating their daily routines and unlocking their full potential. 

The platform's manifesto encapsulates Flow’s mission to inspire personal growth and confidence through wellness.

Sustainable Innovation

Since the brand's inception, Flow’s product portfolio expanded beyond the original still water to include a variety of organic, natural flavours such as Cucumber Mint, Strawberry Rose, Blackberry Hibiscus, and Peach Blueberry. This diversification allowed Flow to appeal to a broader audience while staying true to its commitment to pure, organic ingredients.

Flow has continually introduced innovations to meet the changing needs and demands of their consumers, and in 2024, the brand expanded their product portfolio with the launch of a product consumers had long since been anticipating: Flow Sparkling Mineral Spring Water. This new product, offered in Original and three signature flavours—Cucumber Mint, Blackberry Hibiscus, and Lemon Ginger—was designed with the same attention to premium, quality hydration that define Flow’s core offerings. 

This thoughtfully crafted, perfectly sparkling water—encased in a sustainable, aluminum bottle format—was designed to elevate consumers' hydration experience and create new occasions for Flow consumption. Sustainable innovation has long since been at the forefront of Flows growth, and this new product line is the latest example of the brands ability to merge premium quality with eco-conscious practices. 

Strategic Partnerships

Flow’s growth trajectory has been bolstered by strategic partnerships that align with its values and long-term vision. In 2022, Flow secured a significant partnership with Starbucks Canada, marking a major milestone in the brand’s journey. By featuring Flow in its stores, Starbucks reinforced its own commitment to sustainability while providing consumers with a premium, eco-friendly water option. 

Another major partnership was formed with Live Nation Canada, making Flow the official water partner for all Live Nation venues across the country. This initiative supports Live Nation’s goal of eliminating single-use plastics by 2030 and allows Flow to showcase its sustainable water solutions to concertgoers nationwide. 

Flow’s involvement in high-profile events expanded even further in 2024, when the brand became a sponsor of the Toronto International Film Festival (TIFF). As part of this partnership, Flow provided its premium mineral spring water to film enthusiasts, celebrities, and industry professionals at one of the world’s most prestigious film festivals. By integrating into such iconic events, Flow continues to raise brand awareness while reinforcing its eco-conscious message on a global stage. 

Flow has also entered key co-packing agreements that will help fund its expansion and strengthen its position in the premium beverage category. One of these co-packing deals is with BioSteel, a leading sports hydration brand. This partnership not only enhances Flow’s manufacturing capabilities but also reinforces its commitment to delivering sustainable, high-quality hydration options.

The brand’s commitment to premium quality and sustainability continues to drive its innovation, with plans for future product launches that will cater to the needs of their expanding audience—appealing to the desires of influential partners, retailers and consumers.

The Future of Flow

From its humble beginnings to its current position as a leader in the premium water industry, Flow’s journey has been one of innovation, sustainability, and purpose. As the company celebrates its 10-year anniversary, it continues to look ahead, grounded in its origins but inspired by the future.  

To commemorate this milestone, Flow’s founder, Nicholas Reichenbach, gathered the entire Flow team at the Bruce County spring, where Flow’s journey first began. There, he reflected on the brand’s humble beginnings and the immense growth it has experienced over the past decade. Sharing the original mission statements from Flow’s early days, Reichenbach invited the team to collaboratively redefine Flow’s purpose, acknowledging how far the brand has come and embracing the opportunity to evolve. 

“We have the chance to create the next 10 years, our way.”

This symbolic moment was more than a celebration—it was a reaffirmation of Flow’s purpose. The team collectively recognized that the core of Flow’s mission is not only to inspire consumers but also to lead by example from within. This reflection set the tone for Flow’s next chapter, one that promises continued growth. With renewed focus, Flow is dedicated to further amplifying its impact, inspiring wellness and sustainability on a global scale and achieving financial growth that will provide more opportunities for innovation and brand expansion. 

Reflecting on the last 10 years as they look toward the next, Flow is set to continue shaping the wellness landscape and inspiring consumers to be their best selves—one sip at a time.