Private label bottled water is spring or purified water sold or served under your own brand name, bottled for you by a licensed bottler. It's used by retailers, grocery and convenience stores, hotels, gyms and restaurants. With us you can start at 10 cases for a custom-labeled run or scale to pallet and truckload programs from $0.43–$0.56 per bottle, with the bottler handling FDA compliance, filling and labeling.
Key takeaways
- Private label = your brand, our water, bottling line and compliance.
- No need for your own bottling license or facility.
- Start small with custom-labeled cases, then scale to pallet and truckload pricing.
- Retail sale requires UPC barcodes and correct bottler information on the label.
- Recurring programs get a dedicated account manager and scheduled replenishment.
Bottled water is one of the highest-margin items in a cooler, and shoppers and guests are happy to choose a store or venue brand when it looks good. Private label water lets you sell or serve water under your own name without building a bottling plant.
What is private label bottled water?
Private label water is produced by a licensed bottler and packaged under your brand. We source the water from protected Blue Ridge Mountain springs (purified is available), filter and disinfect it, fill the bottles, apply your label and pack the cases in our FDA-registered facilities. You handle the brand and the sales.
Who uses private label water?
- Grocery and convenience stores: a store-brand water at a better margin than national brands. See grocery & c-stores.
- Retail boutiques: water at checkout as an impulse buy and brand reminder. See retail.
- Hotels and resorts: in-room and minibar water under the hotel brand. See hospitality.
- Gyms and studios: front-desk water sales and member perks. See fitness.
- Restaurants, golf clubs and casinos: branded table, cart and floor service.
How a private label program works
- Choose your bottles. 8 oz, 12 oz or 16.9 oz PET, or 16 oz aluminum.
- Design your label. Our designers build it for free; we add the bottler statement, net contents and your UPC barcode.
- Approve a proof and run your first order, from 10 cases up to full pallets.
- Set a replenishment schedule. Recurring programs ship on a calendar to one or many locations.
Private label water pricing
| Volume | Price per bottle (8 / 12 / 16.9 oz) |
|---|---|
| Full pallet | $0.57 / $0.58 / $0.60 |
| 5–10 pallets | $0.54 / $0.55 / $0.56 |
| 11–20 pallets | $0.51 / $0.52 / $0.53 |
| Truckload | $0.43 / $0.44 / $0.45 |
Full-color 2" × 8" labels. See all tiers on our pricing page and in the cost guide.
Label requirements for retail sale
If you'll sell the water, your label needs a few things beyond your logo:
- A statement of identity, such as "Spring Water" or "Purified Water"
- Net contents in US and metric units (for example 16.9 FL OZ (500 mL))
- The name and location of the bottler or distributor
- A scannable UPC barcode from GS1 (for most retailers)
- Any state deposit or recycling markings required where you sell
We place all of this in the proofing step; you just leave room on the back panel. You can also request a label template that shows the safe areas.
Scaling to multiple locations
Franchises, hotel groups and chains can lock in pricing with an annual commitment, a master label agreement and multi-location shipping. Learn more about enterprise programs, or request a private label quote.
Frequently asked questions
They use the same process. 'Custom labeled' usually means branded water for events or giveaways, while 'private label' usually means water sold or served as your own product line, often with UPC codes and recurring orders.
You don't need a bottling license, because we're the FDA-registered bottler. Check your state and local requirements for selling packaged beverages at retail, and make sure your label meets FDA labeling rules; we add the required bottler statement and net contents.
Custom-labeled runs start at 10 cases (240 bottles). Truckload-level private label pricing applies to multi-pallet and truckload programs.
Yes. Provide your GS1 UPC and we'll place the barcode in our proofing step so it scans at checkout.
