If you thought paying $12 for a smoothie was peak Erewhon, the luxury grocery chain has something new for you: Sacred Water.
Yes, that is actually the name.
Erewhon is now selling Sacred Water by Jolie, a $12 drink available at its Tonic Bar. The drink was created in partnership with Jolie, a beauty and wellness brand best known for its filtered showerheads.
And, naturally, the internet has some thoughts.
Despite the name, this isn’t simply a fancy cup of water.
According to Erewhon’s product listing, the drink is made with organic grape juice, organic coconut milk, organic coconut water and organic jasmine tea, along with holy basil, anise, cardamom and raw honey.
Erewhon describes it as a clarified herbal tonic infused with jasmine tea and botanical extracts, served over ice.
Jolie, meanwhile, is known for its focus on water quality and wellness, particularly its filtered showerheads.
Which is probably where the jokes began.
Once people caught wind of the $12 drink, social media users quickly started roasting the name, price and the very Erewhon-ness of it all.
One commenter joked that maybe it’s actually “Shower Water,” while another poked fun at the idea of paying big money for what is, at the end of the day, a drink containing water.
Others simply said they’d rather make their own version at home.
And one person predicted Erewhon could eventually move on to something even more spiritual: “Holy water.”
That’s up to your wallet, and your level of commitment to the Erewhon lifestyle.
The grocery chain has built a reputation for high-priced wellness products and celebrity-inspired drinks, and Sacred Water certainly fits the aesthetic.
Erewhon is also offering the drink as a welcome perk for new members, according to its social media post.
So, whether you see it as a wellness elixir or $12 water with a very impressive résumé, Sacred Water is already getting people talking.
And honestly, isn’t that half the fun of Erewhon?
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