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Kathy Hilton And Rick Hilton Attend Special Holiday Dinner For Saratoga Spring Water Prepared By Chef Curtis Stone In Miami
(Sergi Alexander/Getty Images)

Saratoga water maker rises after absurd “morning routine” video goes mega-viral

The fancy water brand made $71 million in net sales in 2024.

J. Edward Moreno

You think your stock is going up for stupid reasons? Hold my banana.

Primo Brands, which owns Saratoga water, rose Monday morning after a video of one man’s “morning routine” went viral. In the video, wellness influencer Ashton Hall drinks from the cobalt blue glass bottle in between dunking his face in ice water, rubbing his face with a banana peel, and then dumping his head in ice water again.

The stock’s momentum has faded and shares were recently up only slightly, but earlier Monday they rose as much as 2.5%.

The internet was tickled by the bizarre routine. While it may not lead directly to sales, many more people are aware of the brand now than were last week.

Primo Brands sells most of the water bottle brands you’re probably familiar with, like Ozarka, Poland Spring, and Deer Park. It just so happens that fancy water has been a growing part of its portfolio. Saratoga was acquired by Primo Brands in 2021, and in 2024 it reported net sales of $71 million compared to $13 million in 2021.

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