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Clearly Canadian

Clearly Canadian is a Canadian of premium flavored sparkling water beverages, produced by The Clearly Food & Beverage Company Ltd. in . Launched in by founders Doug Mason and Gordon Sim, the brand emphasizes pure spring water sourced from protected Canadian aquifers, natural fruit flavors, and simple ingredients, all packaged in eco-friendly glass bottles. The beverage gained iconic status in the as a healthier to traditional sodas, blending the fizz of sparkling with subtle essences like wild cherry, mountain blackberry, and country raspberry, which helped it expand to distribution in 18 countries and achieve a valuation of $280 million at its peak. However, production halted around 2010 amid mismanagement, ill-fated product extensions such as the textured drink , and shifts in branding that alienated consumers. In 2012, entrepreneur Robert R. Khan acquired the brand, leading to a successful campaign in 2013 and 2014 that secured preorders for 40,000 cases and revitalized interest among nostalgic . Full-scale production resumed in 2017 under Khan's ownership; the brand was sold to private investors in 2021, with having shipped over 50 million bottles since 2017 (as of 2023), projecting 45 million for 2024, and available in more than 33,600 retail locations including and across (as of 2024). The current lineup includes the Originals series (e.g., Summer , Orchard ), zero-sugar options like Tropical Splash and Forest Blackberry, and essence varieties such as Limon and Grapefruit, all maintaining the brand's commitment to sustainability and natural purity.

History

Founding and Early Development

Clearly Canadian was founded in 1987 in , , by entrepreneurs Douglas Mason and Gordon Sim under the initial name International Beverage Corporation, responding to growing consumer demand for healthier, natural alternatives to traditional sugary sodas. Mason, with prior experience in the grocery industry, aimed to create a premium beverage using pure Canadian spring water, natural fruit flavors, and reduced sugar content to appeal to health-conscious drinkers seeking options free from artificial preservatives and colors. The company's early vision positioned it as a in the emerging "new age" beverage category, emphasizing purity and natural ingredients sourced from 's pristine environments. The initial product line launched in January 1988 as Clearly Canadian flavored sparkling water, featuring distinctive clear bottles with a subtle tint to highlight the beverage's and evoke a sense of crisp, unadulterated refreshment. The debut flavors included Mountain Blackberry, Country Raspberry, and Orchard Peach, along with an unflavored variant, all formulated with spring water carbonated for a light fizz and sweetened modestly to differentiate from heavy sodas. in recyclable underscored the brand's to quality and environmental consciousness, though it increased production costs and contributed to a premium of around $1 per bottle. Early operations faced significant challenges, including securing initial funding from local investors and a $1.6 million from Camfrey Resources . in exchange for royalties on sales, which provided essential capital for production scaling. Distribution began modestly within , limited by the dominance of established giants like and , and relied on regional grocery and specialty stores to build awareness. By , the company expanded into the U.S. market, marking a key milestone with initial shipments and sales reaching under $5 million, setting the stage for broader growth while navigating competitive pressures in the alternative beverage space.

Rise to Popularity in the 1990s

Clearly Canadian experienced explosive growth in the early , capitalizing on shifting consumer preferences toward healthier beverage options amid rising health-conscious trends. Positioned as a "" alternative to traditional sodas, the brand emphasized its use of natural spring water from the Canadian Rockies and real fruit flavors without artificial additives, appealing to those seeking a cleaner, premium sparkling water. This strategy propelled annual sales to a peak of $155.2 million in 1992, with profits reaching $14 million, marking the company's most successful year as it outpaced competitors like Sundance and in the flavored sparkling water category. The brand's international expansion accelerated by the mid-1990s, achieving widespread availability in the United States—where it accounted for 90% of sales by —along with markets in , , , the , and . A key milestone was the 1992 distribution agreement with Ltd. in , facilitating entry into . Marketing campaigns reinforced the product's Canadian heritage, highlighting the purity of its spring-sourced water and natural ingredients through slogans like "Get Wild--Naturally" and a $10 million push in 1994, which positioned Clearly Canadian as an exotic, wholesome import evoking the crisp, unspoiled essence of . Product line expansion further bolstered brand recognition, with seven core flavors established by 1993, including the introduction of smaller 6-ounce bottles for broader appeal, followed by test-marketed variants like Clearly Two (a low-calorie option) and in 1994. These innovations catered to diverse tastes while maintaining the focus on natural formulations. Culturally, Clearly Canadian became a staple in pop culture as a premium non-alcoholic beverage, frequently appearing in mainstream television shows such as , , and , where it symbolized trendy, health-oriented sophistication among urban characters. The 1996 launch of , featuring floating gel spheres, also captured the imagination of younger consumers, enhancing the brand's playful yet aspirational image in media and everyday social settings.

Decline and Discontinuation

In the early 2000s, Clearly Canadian faced mounting economic pressures that eroded its market position. The brand encountered intensified competition from established sparkling water giants like Perrier and San Pellegrino, which dominated premium segments with broader international distribution and marketing muscle. Simultaneously, shifting consumer preferences toward caffeinated energy drinks, such as Red Bull and Monster, diverted demand away from flavored sparkling waters perceived as less energizing. These trends, combined with internal strategic missteps like a 2000 bottle size increase from 11 to 14 ounces—which raised production, shipping, and shelf-space costs without proportional revenue gains—accelerated the company's financial decline. Ownership instability further compounded these challenges throughout the mid-2000s. A 2005 recapitalization introduced new ownership and , aiming to stabilize operations, but this was followed by the founder's as chairman in 2006 and the 2007 acquisition of DMR Food Corporation, which strained resources without delivering expected synergies. Subsequent sales and acquisition attempts failed to reverse the downward trajectory, leading to a series of errors, including overexpansion into too many flavors and variations that diluted focus and increased operational complexity. By late 2009, these issues culminated in the announcement of production discontinuation, accompanied by inventory efforts to offset losses, and the erosion of key distribution agreements in both the U.S. and . The company filed for in 2010, marking the end of active . The discontinuation had a profound impact on the market, as Clearly Canadian vanished from store shelves across , creating a noticeable gap in the premium sparkling beverage category and fostering widespread among former consumers. Following its sales peak in the 1990s, the brand's abrupt exit left a void that highlighted the volatility of niche beverage markets amid evolving tastes and competitive dynamics.

Revival and Recent Developments

Following the 2010 bankruptcy, entrepreneur Robert R. Khan acquired the brand in 2012 through his firm 4N Capital Partners. This led to successful campaigns in 2013 and 2014, promoted in part by internet personalities Rhett and Link, which secured preorders for over 40,000 cases and reignited interest among nostalgic consumers. Full-scale production resumed in 2017 under this ownership, with facilities in and utilizing pure Canadian spring water sourced directly. In 2021, the brand was sold in a non-disclosed transaction to private investors, continuing the revitalization through nostalgic appeal and modern product updates. Under this ownership, the relaunch gained further momentum in 2023 with the introduction of the Zero Sugar and Essence unsweetened portfolios, emphasizing natural flavors and no added sweeteners to align with contemporary wellness trends while honoring original recipes. By 2024, the brand underwent a modern rebranding that highlighted sustainability, including the launch of recyclable aluminum 6-pack cans alongside the iconic blue glass bottles, expanding accessibility for on-the-go consumers. This initiative focused on eco-friendly packaging made from 100% recycled materials, avoiding plastic entirely, and reinforced the brand's commitment to environmental responsibility. Distribution grew significantly, reaching over 33,600 retailers across North America as of 2024, including new placements at all Kroger banners and partnerships like Geloso Group in Quebec. In 2025, Clearly Canadian launched its first major advertising campaign in over 30 years, featuring Canadian icon in a cinematic spot directed by ' , portraying her quest through the wilderness for the beverage's refreshing taste. The campaign, titled "Still the One," targeted "new nostalgics" by blending heritage with current appeal, boosting social media engagement and online sales. As of November 2025, the brand has solidified its North American presence with ongoing retail expansions and robust e-commerce growth, having shipped over 50 million bottles since resuming in 2017. Amid post-pandemic , the company has navigated broader disruptions in Canada's beverage sector, such as delays and ingredient sourcing issues, while differentiating from emerging drinks through its premium, nostalgic positioning.

Products

Flavors and Variants

Clearly Canadian debuted in with four core flavors inspired by fruits native to various Canadian regions, capturing the essence of the country's natural bounty in lightly carbonated sparkling water. Mountain Blackberry draws from the wild blackberries abundant in 's coastal areas, offering a , juicy profile with subtle effervescence that evokes summer foraging. Country Raspberry highlights the vibrant, farm-fresh raspberries grown across the prairies, delivering bold, tangy notes balanced by a clean finish. Wild Cherry reflects the cherries from orchards, providing a bright, fruity burst reminiscent of regional fillings. Orchard Peach celebrates the ripe peaches from Valley groves in , with a sweet, floral undertone that highlights the fruit's natural sweetness. In the , the brand expanded its lineup with low-calorie variants to appeal to health-conscious consumers, including Clearly 2, a two-calorie version of the original flavors tested in 1994. These options maintained the signature fruit inspirations but reduced sugar content significantly, aligning with emerging trends in low-sugar beverages. By the early , as the brand faced challenges, several flavors were phased out, such as Green Apple and Coastal , which had been introduced as extensions of the Canadian fruit theme but did not sustain popularity. Summer Strawberry, inspired by Atlantic Canada's strawberry fields, was reintroduced in 2015 as part of earlier revival efforts, adding a sweet, summery profile to the portfolio. The 2024 revival under new ownership brought back the core originals while introducing zero-sugar variants sweetened with , preserving bold natural flavors without calories. These include Forest Blackberry, a deeper take on the original with earthy undertones from imagined woodland berries; Fresh Cherry, echoing the wild cherry's crispness; Medley, blending and essences for a zesty, invigorating twist; and Tropical Splash, incorporating exotic notes to broaden the lineup beyond strictly regional inspirations. The brand also offers an essence line of lightly flavored sparkling waters, such as Limon and Grapefruit, using natural essences. These evolutions emphasize the brand's commitment to Canadian-sourced spring water and natural essences, adapting classic tastes for modern preferences.

Ingredients and Packaging

Clearly Canadian beverages are primarily composed of carbonated spring water sourced from natural Canadian springs, such as those in , and Formosa, . The core ingredients include pure cane sugar for sweetness in original formulations, all-natural fruit flavors, and as a natural , with no artificial colors, flavors, or preservatives added. Low-calorie and zero-sugar variants substitute cane sugar with leaf extract to maintain a natural profile while content. The nutritional profile of original Clearly Canadian sparkling water beverages emphasizes simplicity and moderation, with approximately 90 calories per 325 ml (11 fl. oz.) bottle, derived mainly from 24 grams of carbohydrates in the form of cane sugar. These formulations contain zero fat and are naturally low in sodium due to the pure spring base and absence of added salts. Zero-sugar options provide zero calories, appealing to health-conscious consumers seeking natural hydration with zero-calorie sweeteners like . Packaging for Clearly Canadian has evolved to balance premium aesthetics with since its in , featuring iconic teardrop-shaped clear glass bottles that convey a high-end, natural feel through colorful fruit imagery and embossed designs. In the brand's revival, production returned to these signature blue-tinted glass bottles to honor its heritage, while introducing recyclable aluminum cans in 6-packs for added convenience and reduced environmental impact. This shift prioritizes eco-friendly materials, aligning with modern consumer preferences for recyclable packaging. Quality standards for Clearly Canadian are upheld through sourcing from pristine Canadian spring water protected under regulations, ensuring purity and compliance with Health Canada's guidelines for natural beverages. The brand's commitment to simple, natural ingredients has earned recognition for its water sources as among Canada's finest, contributing to the beverage's reputation for clean, high-quality refreshment without synthetic additives.

Marketing and Cultural Impact

Advertising and Branding Strategies

In the 1990s, Clearly Canadian's advertising strategies centered on positioning the brand as a , natural alternative to sugary sodas, emphasizing the purity of its spring water sourced from and flavored with natural essences inspired by Canadian landscapes. Campaigns featured innovative (CGI) in television commercials, showcasing ethereal, nature-infused visuals that depicted the beverage as a refreshing escape, often highlighting flavors like and mountain blackberry to evoke the pristine . This approach targeted health-conscious consumers seeking sophisticated, low-calorie options, supported by that reinforced the product's upscale image as a glamorous, "New Age" drink distinct from mainstream colas. Key slogans during this era captured the brand's adventurous, untamed spirit, with "Get Wild…Naturally" promoting the idea of indulgent yet wholesome refreshment derived from nature's bounty. The core "Clearly Canadian" evolved to underscore authenticity and origin. Following the brand's revival and resurgence in recent years, slogans shifted to leverage while affirming enduring appeal, introducing "Still The One" in 2025 to signal the product's timeless quality and return to form. Current messaging, such as "Bold Flavour Is In Our Nature," continues this evolution by tying bold tastes to Canada's natural heritage. Media approaches in the relied on television spots and likely print advertisements in magazines to reach affluent, trend-aware audiences, capitalizing on the era's fascination with and exotic imports. Post-revival efforts pivoted to digital and platforms, focusing on user-generated content, short-form videos, and interactive campaigns to engage and Gen Z through platforms like and , where retro CGI clips and flavor spotlights drive sharing. By 2024, these marketing efforts had helped the brand ship over 50 million bottles. This strategy culminated in the brand's first major TV campaign since 1991 in 2025, blending high-energy digital teasers with broadcast spots to amplify reach. Branding elements have maintained a consistent visual rooted in Canadian purity, featuring a signature clear teardrop-shaped that symbolizes clarity and the crispness of mountain streams, paired with minimalist, transparent labels accented by subtle color splashes for each flavor. The blue-white evokes snowy Rockies and glacial waters, reinforced by imagery of lush forests and berries in packaging and ads to convey unadulterated, eco-friendly simplicity. This timeless aesthetic has persisted through revivals, ensuring instant recognition while adapting to modern eco-friendly cans without diluting the premium, nature-inspired ethos.

Celebrity Endorsements and Nostalgia Appeal

During the , Clearly Canadian positioned itself as a sophisticated, non-alcoholic in and scenes, often associated with the era's emphasis on "clean" and natural beverages amid the rise of health-conscious trends. The drink's clear glass bottles and unique flavors like and mountain blackberry symbolized purity and refreshment, aligning with the decade's shift away from sugary sodas toward more premium, natural options. Its cultural footprint extended to , appearing as a prop in popular television shows such as , , , and , as well as films like , reinforcing its status as an emblem of 1990s cool. In a significant revival effort, Clearly Canadian launched its first major in over 30 years in June 2025, featuring Canadian icon . The campaign, titled "Still the One," draws on Twain's 1998 hit song of the same name and highlights her roots to evoke national pride and authenticity, portraying her on an adventurous quest through Canadian wilderness to find the beverage. Produced by ' , the spot marks a strategic blend of celebrity star power and heritage branding, aiming to reintroduce the product to both longtime fans and newcomers. The brand's enduring appeal stems from a potent nostalgia factor, particularly among who associate it with childhood treats and simplicity, while Gen Z discovers it through revival trends. Online communities and have amplified this sentiment, with discussions and sharing memories of its bold flavors and iconic packaging, driving demand and contributing to the product's resurgence. This "new nostalgics" movement positions Clearly Canadian as more than a beverage, but a cultural touchstone for generational reconnection and the broader revival wave.

Business and Operations

Ownership and Financial History

Clearly Canadian was founded in 1987 as a privately held company by Doug Mason and Gordon Sim in , , . The company went public in 1990, listing on the Vancouver Stock Exchange and , with a 3.5-to-1 implemented to support the share price. It experienced rapid growth in the early 1990s, reaching peak annual revenues of $155.2 million in 1992, driven by strong demand for its flavored sparkling water. Revenues began declining amid increasing competition and operational challenges, falling to $90.9 million in 1993 and $48.2 million by 1995. The company pursued diversification through acquisitions, including Blue Mountain Springs Ltd. for $4.5 million in 1996 and Cascade Clear Water Co. for $15 million in 1997, but these efforts strained finances further. By 2001, revenues had dropped to $23.26 million, with the firm selling non-core assets such as its home and office water business for $4.8 million and its production facility for $6.3 million plus royalties in 2002. Mounting debt and recurring losses continued, with 2007 revenues at approximately $10.6 million and a net loss of $12.8 million, signaling substantial financial distress. The company filed for in 2010, leading to a production hiatus. In 2012, it was acquired from its senior creditor by a private investment group led by U.S. venture capitalist Robert R. Khan, marking a shift to ownership and setting the stage for revival efforts. The brand relaunched through fan-sourced campaigns starting in 2013, which supported pre-sales and gradual market re-entry. As of 2025, Clearly Canadian remains privately held, with ongoing investments in to drive direct sales and retail velocity. The company has also prioritized sustainability initiatives, including eco-friendly packaging made from 100% recycled materials and SleekCans designed for reduced environmental impact.

Production and Distribution

Clearly Canadian's production originated in West Vancouver, British Columbia, where the company utilized pristine local spring water sources to create its signature sparkling beverages. The brand drew from Canadian springs, emphasizing purity in its formulations from the outset. Following financial difficulties, production ceased around 2010, marking a temporary halt that lasted until a revival under new management. Large-scale commercial operations resumed in 2017 at updated facilities across , including production sites in , , and Brampton, , enabling national output with a focus on quality and sustainability. The manufacturing process centers on sourcing spring water from Canadian origins, infusing it with natural flavors and simple ingredients like pure sugar, followed by to achieve the beverage's effervescent profile. Bottling occurs primarily in recyclable bottles to preserve flavor integrity and minimize environmental impact, though the lineup expanded to aluminum cans in 2024 for broader convenience and recyclability. Rigorous quality controls ensure compliance with non-GMO and gluten-free standards, supporting the brand's commitment to clean, natural products. Distribution in the 1990s built a robust network through major North American retailers such as and , extending to convenience stores and supermarkets across the U.S. and , while reaching international markets in up to 18 countries. Post-revival, the focus shifted to expanded retail presence in over 30,000 locations throughout as of 2025, including , , , and , alongside direct pallet ordering for bulk buyers. Online availability through retailer platforms and specialty stores has complemented traditional channels, prioritizing accessibility for nostalgic consumers. Logistics for international expansion historically navigated import regulations in markets like and the , though current efforts concentrate on North American supply chains. As of 2025, sustainability initiatives include using 100% recycled materials for and optimizing shipping to reduce carbon footprints, aligning with eco-friendly goals.

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