Deep RiverRock is now the number one impulse water brand on the island of Ireland, as verified by NielsenIQ February Value Sales Report*. After 22 consecutive months of growth in the market, Deep RiverRock, which is sourced beneath the glacial hill of Co Antrim, has become the number 1 go-to brand for on-the-go consumption.
Introduced to the market in 1994, Deep RiverRock is rich in minerals such as calcium, magnesium, potassium and sodium, all naturally occurring within the source. In 2021, Deep RiverRock embarked on a new strategic direction with the launch of it’s Nice One! campaign reflecting the brand’s positive, feel good and irreverent tone of voice with the support of its brand ambassador and comedian Tony Cantwell.
In 2022, Deep RiverRock ViTAL was launched, giving consumers a refreshing new vitamin enhanced water and juice drink packed full of deliciousness to support the mind and body. The juicy vitamin boost contains important vitamins and minerals that support mental performance, cognitive function and for energy boost throughout the day. The campaign, ‘Skip to the ViTAL stuff’, set out to cut through the noise for a time poor Gen Z audience and deliver only the ViTAL information – Deep RiverRock ViTAL is the juicy vitamin boost!
With a commitment to sustainability, Deep RiverRock was the first water range on the island of Ireland to move to 100% recycled bottles in 2019. The brand continues to innovate to eliminate unnecessary plastic from its packaging making the Deep RiverRock bottle one of the lightest on the market and reducing plastic through smaller bottle caps.
Speaking about its success, Shane McQuaid, Brands Marketing Manager said: “Today marks a significant milestone for Deep RiverRock in claiming the number one spot as the most popular impulse water brand on the island of Ireland. Since launching in 1994, the brand has transformed the market, leading the way in sustainability with the first 100% recycled bottles in 2019 and the launch of new flavours and our new vitamin enhanced water and juice drink ViTAL in 2022. Deep RiverRock reflects a modern, optimistic and changing Ireland, one where sustainability and health are key to the consumer. 2023 will present another exciting year for the brand with a lot more to come!”
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