With over 12 million TikToks, billions of views, and Instagram influencer clips pulling in millions of viewers, Air Up bottles have become a viral sensation across Europe.
Founded in 2019 by a group of five students in Munich, the brand has now sold over 15 million bottles and more than 200 million interchangeable pods. But what makes this bottle so desirable and whether a viral hit can evolve into a lasting global brand?
Cristina Kenz, CEO of Air Up, joined Angela Barnes in the studio for the latest episode of The Big Question to discuss how the company turns viral attention into lasting customer habits and what it perceives as its greatest competitors.
Having held senior positions at PepsiCo, Danone, Kraft Heinz—and at the firm behind Burger King—Kenz brings extensive experience navigating the fast‑moving consumer goods market.
Is Air Up Just Another Water Bottle?
At first glance you might assume Air Up sells flavoured water or merely an ordinary plastic bottle that ends up gathering dust in a kitchen drawer. While occasional laziness may have customers revert to basic options, something deeper is happening.
Health authorities in Europe generally encourage regular fluid intake, with recommended quantities varying by age, activity level and climate.
“Our mission is to help humans drink more water,” Cristina said.
“And we achieve doing it without added sugars or artificial ingredients—just pure water with a subtle flavor that provides enjoyment.”
Their interchangeable pods click onto the top of the bottle and create the perception of flavour solely through scent, a concept the company calls “scentaste”.
To date, they have attracted high‑profile investors, including Ashton Kutcher, Milena Kunis, and PepsiCo.
Can a Viral Sensation Become a Global Brand?
Cristina outlines three stages in their evolution: hype, virality, and habit formation.
“Habit building is slower because we must secure ongoing daily use so the hydration promise remains believable. Continuous engagement is essential, and this is the focus of our current efforts.”
“We already operate 15,000 points of sale worldwide.”
“Think of it like a fitness routine—if the commute proves inconvenient, people seldom attend. We aim to eliminate friction for easy access.”
What’s Next for Air Up?
Rather than aggressive international expansion, Cristina states the company concentrates on solidifying customer habits within Germany, France, Italy, and the United Kingdom.
She also discussed a potential future public listing, noting that based purely on operational stability she favours a European debut over a U.S. offering. An IPO is not a current priority, however.
The team continues to explore new markets, receiving enthusiastic enquiries from potential partners in Korea, Mexico, Vietnam and Japan.
“Wherever we stand, the immediate challenge is refining the business model, proving its repeatability, and translating viral buzz into sustained habit.”
The Big Question is a series from Euronews Business where we sit down with industry leaders and experts to discuss some of the most important topics on today’s agenda.
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