California-based luxury grocery store Erewhon is drawing criticism for selling a new beverage priced at $12 per cup, which has been dubbed 'sacred water.' The drink, a collaboration with the shower filter company Jolie, is a blend of grape juice, coconut milk, coconut water, jasmine tea, holy basil, anise, cardamom, and raw honey.
Erewhon, known for its high-end products and clientele that includes celebrities such as the Kardashians, Justin Bieber, Hailey Bieber, Miley Cyrus, and Kai Trump, has faced public scrutiny for its pricing in the past. The store originated in Boston in 1966, initially focusing on macrobiotic and organic foods, but has evolved into a trendy destination, particularly after a private equity deal in 2019. It now operates eight locations in affluent California neighborhoods, emphasizing locally sourced, vegan, and organic offerings catering to specific dietary needs.
The $12 beverage is served in a 12-ounce cup from the store's tonic bars. Social media users have reacted with disbelief and criticism, with some calling the price exorbitant and others sarcastically questioning if the drink offers enlightenment. One user commented on X, formerly Twitter, that the store is "officially robbing the people in plain sight," while another stated, "$12 for some juice and coconut water is actually robbery even for Erewhon standards."
Jolie, in a social media post, described the ingredients as having historical and revered concepts behind them, noting the inclusion of Anise Hyssop, a plant from the mint family with lavender-like purple flowers, which contributes an herbal, slightly licorice taste. The 'sacred water' is available from mid-July through the end of September.
This is not the first time Erewhon's pricing has generated controversy. The store has previously been criticized for selling a 64-ounce bottle of 'hyper-oxygenated' water for nearly $26 and a tote bag for $225. In March, President Trump's granddaughter Kai Trump was also noted for a YouTube video showcasing her shopping experience at Erewhon, where she purchased over $200 worth of items, including $17 Medjool dates and a $19.99 sushi platter.