Former Red Bull executive builds Surfwater into California lifestyle brand

Surfwater California, founded by former Red Bull executive Serkan Barutcu, is positioning itself as more than a bottled water company. The San Diego-based brand is expanding across California with recyclable aluminum packaging and a lifestyle message aimed at wellness, sustainability and premium hydration.

Why it matters: - Surfwater is trying to turn bottled water into a California lifestyle brand, not just a commodity product. - The strategy taps into consumer demand for wellness, sustainability and brands with a stronger sense of place. - If Surfwater gains traction, the company could help define how premium hydration is marketed in California and beyond.

What happened: - Former Red Bull executive Serkan Barutcu founded Surfwater California around the slogan, "Water More. Live Longer." - Surfwater is based in San Diego and is being built around wellness, sustainability, movement, travel, sports, entertainment and healthy living. - Barutcu says the company is expanding across California after completing its validation phase. - Surfwater's stated goal is to become California's bottled water brand.

The details: - Barutcu said Surfwater was designed to represent California and the way people want to live today. - California is described as the world's fourth-largest economy and draws 275 million visitors a year. - Surfwater's positioning leans on the idea that visitors want products that feel local and authentic. - Barutcu said consumers want stories, authenticity and brands that reflect the places they visit. - Before starting Surfwater, Barutcu worked at Red Bull and helped build one of the world's most recognizable beverage brands. - That experience shaped Surfwater's approach to consumer behavior, market development, brand positioning and global distribution. - The company says changing consumer expectations, rising health consciousness and growing concern about sustainability helped shape the business. - Surfwater uses fully recyclable and refillable 16-ounce aluminum bottles. - Barutcu said the packaging choice matched the company's philosophy and growing concern about microplastics. - Surfwater spent years testing environments, product placement, consumer behavior and product-market fit before expanding. - Barutcu described the company's approach as "proof before growth."

Between the lines: - Surfwater is betting that water can carry the same emotional and identity-driven appeal that premium wine, food and other local products already have. - The brand is also signaling that packaging and sustainability are not side issues; they are core to the product story. - The focus on California gives Surfwater a built-in lifestyle narrative, but it also raises the bar for execution in a crowded beverage market.

What's next: - Surfwater plans to keep growing throughout California. - The company will try to convert its brand story into broader retail and consumer adoption. - Barutcu's long-term bet is that changing hydration habits will create room for a new category of lifestyle beverage company.

The bottom line: - Surfwater wants to sell California identity as much as water.