In a world flooded with bottled water brands, three childhood friends from the UK decided to do something that industry experts called impossible: sell premium water in aluminum cans. Their company, CanO Water (also known as Cano Water), has since grown into a thriving business reportedly generating around $5–6.5 million in annual revenue while selling tens of millions of cans.
The Origin Story
The idea was born in 2015–2016 during a trip to Thailand. Josh White, Perry Alexander Fielding, and Ariel Booker witnessed firsthand the devastating impact of plastic pollution on beaches. Frustrated by the environmental damage caused by single-use plastic bottles, they set out to create a more sustainable alternative.
Their solution? The world’s first widely commercialized canned water—available in both still and sparkling varieties. The cans were sleek, modern, and infinitely recyclable, featuring minimalist branding: clean white for still water and bold black for sparkling. This wasn’t just about hydration; it was about making an environmental statement with a premium, impulse-buy product.
Overcoming Skepticism and Early Struggles
Big players in the beverage industry initially laughed at the concept. “You can’t put water in a can,” they were told. Major retailers were hesitant, and the founders faced repeated rejections. Manufacturing costs for aluminum cans were higher than plastic, and they had to navigate complex logistics, storage, and distribution challenges.
Undeterred, the trio bootstrapped the early days. They hand-sprayed and wrapped prototype cans in a parent’s house. Minimum order quantities from manufacturers were steep—often 150,000 cans at a time—pushing them close to financial ruin multiple times. Yet their persistence paid off. The growing global awareness of plastic pollution, amplified by documentaries like Blue Planet, created perfect timing for their eco-friendly pitch.
Scaling the Business
Today, CanO Water is stocked in over 10,000 stores, including major UK retailers like Tesco, as well as premium hotels, gyms, and events. By recent counts, the company has sold more than 70 million cans and continues to ship around 15 million annually. Their revenue has reached approximately £5 million (roughly $6.5 million USD), with the business valued at around £25 million at one stage.
The brand’s success stems from smart positioning. Rather than competing solely on price, CanO targets the premium segment—positioning their product as a stylish, sustainable choice for on-the-go consumers. The resealable lids and durable cans add practical appeal, while the environmental story resonates strongly with conscious buyers.
Funding and Marketing
The founders raised several million pounds from high-profile investors, including comedian Ricky Gervais (a vocal environmentalist), YouTube group Sidemen, rapper Dave, and singer Jess Glynne. Marketing relied heavily on authenticity, influencer partnerships, and grassroots efforts rather than massive ad budgets. Their story of turning skepticism into success became a powerful narrative in its own right.
Lessons for Entrepreneurs
CanO Water proves that even the simplest product—water—can become a viable business when paired with purpose and strong branding. Key takeaways include:
- First-mover advantage matters: Being among the earliest to popularize canned water gave them a head start.
- Distribution is king: Breaking into retail networks was harder than creating the product itself.
- Purpose-driven branding works: In an era of environmental concern, sustainability isn’t just marketing—it’s a competitive edge.
- Resilience beats perfection: Near-failures and expert doubt didn’t stop them; execution and adaptability did.
While not reaching the explosive scale of brands like Liquid Death (which took a punk-rock approach to canned water in the US), CanO has built a solid, profitable business in a crowded market.
The company’s website (canowater.com) continues to showcase their range, proving that sometimes the best business ideas are the ones others dismiss as “just water in a can.” In the end, it’s not the product that’s ordinary—it’s the vision and grit behind it that turned it into a multi-million-dollar success.
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