AQUA Carpatica has emerged as a unique player in the global bottled water market, drawing attention for its emphasis on purity, quality, and taste. Sourced from deep within the Carpathian Mountains, the brand has captured a market as a premium choice for health-conscious consumers. The company’s still and naturally sparkling waters are rich in essential minerals, the benefits of which underpin AQUA Carpatica’s appeal. “Water is not just water,” explains Founder and General Manager Jean Valvis. “Different people have different needs, and each health situation has an ideal water profile. Waters like AQUA Carpatica deliver a well-rounded composition of key elements.” 

The Carpathian Mountains, isolated from industrial and agricultural activity, provide the foundation for AQUA Carpatica’s distinct profile. Its still water, sourced from the Bajenaru Spring, offers balanced pH levels and is nitrate and sodium free, making it ideal for young children, expectant mothers, and consumers with high blood pressure. Meanwhile, the company’s sparkling water is naturally carbonated by ancient subterranean volcanic activity, distinguishing it from products relying on artificial carbonation. Sourced from the protected Paltinis Spring, the water flows beneath a blanket of metamorphic rock where it mixes with carbon dioxide underground before being captured and bottled. Now the company is seeking to leverage these characteristics to educate consumers about the benefits its waters offer. “As consumers become more aware of water quality, they seek better options,” Valvis says.  

Sustainability is central to AQUA Carpatica’s philosophy. The company sources water responsibly, aiming to safeguard the Carpathian ecosystem for future generations. Collaborations with local authorities focus on implementing protection plans for the surrounding environment, ensuring long-term preservation of this pristine natural resource. AQUA Carpatica has also committed to reducing its environmental footprint by exploring sustainable packaging solutions to address growing concerns over plastic waste. These efforts reflect the company’s broader commitment to environmental stewardship, aligning with consumer demands for eco-conscious practices in consumer goods. 

Strategic partnerships have played a key role in the company’s growth. A 20% stake acquired by PepsiCo has enabled AQUA Carpatica to expand its reach into new markets, including the United States. This partnership leverages PepsiCo’s extensive distribution network and expertise, enabling the brand to gain visibility in a competitive industry. In the US, the company’s strategy centers around introducing consumers to the benefits of naturally carbonated water—a product common to Eastern Europe but less familiar in America. In working towards that goal, AQUA Carpatica is establishing testing areas, primarily in the Northeast, in an effort to increase its presence on grocery store shelves by stimulating consumer demand. With a major advertising campaign planned for 2025, the company aims to enhance awareness of its unique qualities, distinct from existing options in the market. 

Innovation has also been critical to AQUA Carpatica’s success. Beyond its flagship products, the company has developed a range of flavored mineral waters sweetened with organic agave syrup, catering to modern consumer preferences that prize natural ingredients and healthier options. This product diversification positions the brand to compete in an increasingly saturated market where traditional sugary drinks face declining demand. The move reflects AQUA Carpatica’s ability to adapt to shifting consumer trends while maintaining its commitment to its founding values. 

Those values have been shaped by the leadership of serial entrepreneur Valvis, whose vision has powered the brand’s identity. AQUA Carpatica’s founder has built a number of businesses across foodstuffs and beverages, unified by the common thread of quality, integrity, and innovation. “I cannot call my approach a strategy; it is a matter of integrity,” Valvis says. “I would not propose something to a consumer that I did not genuinely value. Drinking my own water increased my own consumption by 400-500%, proving to me the benefits of good hydration. This became my strategy: uncompromising quality and premium products.” 

Under Valvis’ stewardship, the company’s plans for growth reflect a blend of tradition and forward thinking. Its commitment to preserving the pristine Carpathian environment while expanding its reach underscores a dual focus on sustainability and accessibility, recognizing the vital importance of its geographic origins to the brand’s overall appeal – one designed to resonate with consumers who increasingly seek authenticity in their choices. 

As AQUA Carpatica expands, it faces the challenges of balancing its premium positioning and brand ideals with the demands of international growth. With the global bottled water market valued at $349 billion in 2024 and forecast to grow at a compound annual rate of 6.4% to 2030, the sector is a mature and highly competitive one. Nonetheless, the company’s positioning and distinctive selling points have already enabled it to carve out a niche in established and emerging markets—one that it is intent on expanding. “Our strategy relies on achieving a strong commercial presence,” Valvis says. “As US consumers recognize AQUA Carpatica’s health benefits and unique taste, demand will grow.” 

Q: What are your growth strategies for AQUA Carpatica? 

The answer is: communicate, educate, and raise awareness. Considering that the human body is about 70% water—and even more so the brain—people should pay more attention to the quality of the water they drink. My message to US consumers is this: water is not just water. As a professor once taught me, water is a food; it provides essential electrolytes and other nutrients. Factors like pH, electrolyte types, and mineral content make a difference, and different people have different needs. For instance, a baby requires different minerals than someone over 50, who may need more calcium, while individuals with high blood pressure should avoid high-sodium water. 

We support the brand through consistent communication. Winning awards like the Cannes Lions for public relations and the White Pencil for creativity highlights our commitment to educating consumers, as seen in our campaigns on nitrates and water quality.  

Looking ahead, we are planning a major US advertising campaign in early 2025 to reinforce our brand values and unique selling points. Our strategy involves collaborating with scientific experts, as we have done in Romania, Italy, and Greece, to deepen the understanding of the relationship between water and health. This scientific approach is central to our mission to build a culture of quality water consumption. 

Q: How has the partnership with PepsiCo enhanced the company’s international presence? 

In certain regions, like Poland, Romania, and the US, PepsiCo has specific obligations to promote our natural spring water. Beyond these areas, success depends on strong advocacy and demonstrating the unique value of natural spring water, which differs greatly from processed water. My role is to present these arguments and help guide consumer preference. Ultimately, large corporations will follow consumer demand, as the consumer is king. 

In Eastern Europe, there is a longstanding culture of drinking naturally sparkling mineral water. AQUA Carpatica offers a distinct advantage with its health benefits, including bicarbonate for digestion—something US consumers will find both healthy and delicious. Our task is to educate US consumers about the advantages of naturally sparkling water. 

Q: How does innovation contribute to AQUA Carpatica’s success? 

Innovation has always been central to our approach. When I introduced still bottled water in Romania, there were no brands in that category.  

We have developed a new line of flavored mineral water which contains no sugar, artificial colors, or chemicals. Since regulations prevent us from labeling it “mineral water” or “soda,” we have effectively created a new category. This product has been well received, with rapid sales growth in Romania, Greece, and now expanding into Poland and the UK, all without substantial advertising. This flavored water line reflects our creativity and commitment to providing healthy, enjoyable options for consumers. 

Q: What are the fundamentals of your leadership approach? 

The answer lies in inspiring people toward a shared direction and vision, making them feel a sense of ownership. I even gave 20% of my shares to my team, and many of them have stayed with me for nearly 30 years. 

Building a strong team means wanting the best for each collaborator—seeing them grow, perform, and feel fulfilled. This approach has created trust. I prioritize treating them with respect and fairness, beyond what is typical in the market—not as a PR move, but as a genuine relationship.