Erewhon, a high-end grocery chain popular with celebrities and wellness enthusiasts, has introduced a new beverage called 'Sacred Water,' priced at $12 for a 12-ounce cup. The drink, a collaboration with the water purification brand Jolie, is described as a clarified tonic composed of grape juice, coconut milk, coconut water, jasmine tea, basil, anise, cardamom, and raw honey.
Inspired by the ancient symbolism of water, Jolie stated that the blend aims to evoke feelings of renewal, ritual, and transformation, using ingredients intended to feel "historic and revered." The high price point translates to $1 per ounce, or $0.50 per sip.
Despite the cost, Erewhon offers a membership program that includes access to the "Sacred Water." An annual "Select" membership, costing $100, provides perks such as complimentary Sacred Water at the tonic bar.
The beverage has garnered significant attention on social media, with some influencers praising its unique flavor. "Ok, obsessed, $12 water, make it my new routine," shared influencer Annie Sharp in a video. Another user, flight attendant and fitness coach Troy Manandic, described the drink as "super light and so hydrating," adding, "I never thought water could taste this good."
However, the high price has also drawn considerable backlash. Comments on social media ranged from "What a scammmmm" to accusations that the store is "bulls—ting all the richies to spend their money on nothing special." Many critics view the offering as emblematic of Erewhon's history of controversial pricing.
Erewhon, which began as a health food store in the 1960s, has previously faced criticism for other high-priced items. These include bags of ice sold for $32, $20 strawberries, and an $11 bone-broth hot chocolate. The store also recently launched a $12 "Liquid Steel" smoothie in partnership with the home goods brand Simplehuman, a blend designed for hydration and recovery.
The "Sacred Water" is available at all Erewhon locations in Los Angeles through the end of September. The company has not announced plans for further availability beyond this limited period.