MW Saratoga Spring Water is the latest TikTok craze - and this stock is benefiting

By Emily Bary

Shares of Primo Brands are poised for a big gain on Monday. The company saw fast growth from its Saratoga brand even before its recent viral attention.

Those unwilling to dunk their heads in a bowl of ice water might be taking the plunge another way.

After Saratoga Spring Water went viral on TikTok for its role in a fitness influencer's morning routine, some have looked for a way to play the internet craze through the stock market. Shares of Primo Brands Corp. (PRMB), which owns a variety of water brands including Saratoga, are up 9% in Monday's premarket action.

Ashton Hall, an online wellness influencer, has been featuring Saratoga water on his TikTok account for months. Not only does he drink the water around 4 a.m., but he also pours it into a bowl before 6 a.m. and dunks his head in it. This morning routine went viral over the weekend, and people took to social media to indicate they, too, were stocking up on cobalt-blue bottles of the mineral water. (They're also buying bananas, as Hall rubs the peels on his face.)

Even before Saratoga's viral moment, Primo Brands called the water one of its "rapidly growing premium products." The company bought Saratoga in 2021, and the brand did $13 million in net sales that year, according to Primo's investor-day presentation last month. Saratoga went on to do $71 million in net sales during 2024, making for a 76% compound annual growth rate over that span.

Primo Brands mentioned in its presentation that, since the acquisition, it doubled the number of on-premise locations offering Saratoga and added 24,500 new retail stores selling the product. The company noted that there was "significant market-share opportunity in upscale restaurants" for its premium brands like Saratoga.

But while Saratoga is a fast grower for Primo Brands, it's still a small part of the company's overall portfolio. Primo Brands now houses Poland Spring and Pure Life, which are each doing upward of $1 billion in sales. Other brands owned by the company, including Primo Water, Deep Park and Ozarka, each did $500 million or more in net sales last year. Primo Brands has a market capitalization north of $12 billion.

Primo didn't immediately respond to a MarketWatch request for comment about how Saratoga sales have fared since the water went viral.

-Emily Bary

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March 24, 2025 07:51 ET (11:51 GMT)

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