Los Angeles grocer Erewhon is generating buzz with its latest beverage offering, a 12-ounce "Sacred Water" priced at $12, equating to $1 per ounce, which has prompted questions about its value and composition.
The drink, described as a "clarified tonic," is a collaboration with Jolie, a New York-based beauty wellness company. Its listed ingredients include coconut water, jasmine tea, raw honey, holy basil, anise hyssop, green cardamom, white grape juice, and coconut milk. Despite the extensive list of components, the beverage is being marketed as a premium water option, significantly exceeding the price of Erewhon's own branded organic coconut water and other comparable products.
Erewhon, known for its high-priced, trend-driven beverages, recently faced public attention with its $21 Strawberry Glaze Skin Smoothie. The "Sacred Water" is positioned as a drink promoting "restoration" and is presented as the most expensive coconut water option available at the store. For comparison, a 16-ounce bottle of Erewhon's organic coconut water costs $11, and a 16-ounce bottle of Harmless Harvest is priced at $5.49.
During a recent visit to an Erewhon location in Manhattan Beach, customers observed ordering popular smoothies and coffees. None of the patrons interviewed by The Times indicated an intention to purchase the "Sacred Water." A reporter who sampled the beverage reported that it primarily tasted of coconut water, with no discernible notes of the other specified ingredients.
One customer, Shivani Chandra, 28, expressed unfamiliarity with the new tonic. She and her friend were visiting Erewhon for their preferred $8 Crushed Cococcino, a coconut iced coffee they discovered via TikTok, describing it as an affordable and enjoyable treat. While open to trying new tonic bar items, Chandra opted for the familiar coffee on that occasion.
