The News
Borjomi, a volcanic mineral water brand with over 135 years of heritage, is expanding in the U.S. by entering premium natural chains in New York and Los Angeles and launching on Amazon. The brand introduces a range of beverages that support gut health through naturally occurring minerals. The campaign platform "For People With Guts" highlights the product's origin and function.
Borjomi’s entry into premium natural chains across New York and Los Angeles—alongside a nationwide Amazon rollout—illustrates how the brand is pivoting toward the growing gut‑health segment of the functional‑water market.
With “135 + years of heritage” as a trust anchor, Borjomi leverages its long history to justify premium pricing in these new channels. Ipsos research reports high trial‑index scores for the Borjomi concept, indicating that initial consumer trials are exceeding expectations for a traditionally niche brand.
The shift in distribution strategy itself is noteworthy. Mineral‑water brands typically rely on ethnic markets or mainstream grocery chains; Borjomi’s move into premium natural chains in two major metros marks a channel bet outside the usual path. Coupled with Amazon, the brand gains dual exposure—physical retail where shelf placement matters and digital reach that can capture impulse buyers and health‑conscious consumers.
Retailers should note the gut‑health positioning. The brand’s marketing narrative—“For People With Guts”—is designed to resonate with shoppers looking for beverages that offer more than hydration. On‑premise operators can also find value here: the sparkling water format fits naturally into bar menus as a low‑calorie alternative to beer or wine.
The practical takeaway for distributors is clear: allocate shelf space in premium natural chains and leverage Amazon’s reach to test market response. For retailers, a targeted promotional campaign that highlights Borjomi’s heritage and early trial success could drive consumer trials. And for on‑premise venues, adding Borjomi to the sparkling‑water selection can attract health‑conscious patrons without disrupting existing beer or wine sales.
Borjomi’s U.S. launch—underscored by its 135‑year legacy and high trial scores—demonstrates how a traditional mineral‑water brand can reposition itself in the wellness‑driven marketplace, offering trade readers a concrete example of channel diversification and product positioning that may shape future inventory decisions.
Original Press Release
Borjomi Enters the U.S. at Scale — Putting Gut Health Front and Center
“For People With Guts” platform turns functional mineral water into a bold cultural statement
NEW YORK, NY & LOS ANGELES, CA — Borjomi, the iconic volcanic mineral water brand with more than 135 years of heritage, is accelerating its expansion in the United States—moving beyond ethnic retail into premium natural chains across New York and Los Angeles, alongside a nationwide rollout on Amazon.
Long trusted by diaspora consumers, the brand is now introducing mainstream America to a new proposition: a natural water and beverage range that does more than hydration—it actively supports how your body feels.
For U.S. consumers new to Borjomi, this is not typical bottled water. Naturally sourced from deep volcanic springs, Borjomi contains a distinctive composition of gut-healthy minerals—including naturally occurring bicarbonates—long associated with supporting digestion and gut balance.
Its bold, sharp taste is not designed in a lab; it’s a direct expression of its origin and function. In a category dominated by neutrality, Borjomi brings both character and purpose.
At the heart of the launch is the campaign platform: “For People With Guts.”
While gut health has become one of the most talked-about wellness topics in the U.S., most brands still avoid addressing it directly. Borjomi takes the opposite approach. With its natural credibility, the brand steps forward with a clear point of view.
To make this complex story easy to digest, Borjomi translates it into culture through a hip-hop music- and dance-led campaign, turning functional benefits into something energetic, entertaining, and shareable.
Beyond its core mineral water, Borjomi is introducing a broader natural beverage system to the U.S. market. The portfolio includes:
Borjomi Mineral Water (Sparkling Natural Mineral Water)
Borjomi Mineral Water (Sparkling Natural Mineral Water)
Borjomi Aromati (Sparkling natural flavored water)
Borjomi Aromati (Sparkling natural flavored water)
Limonati by Borjomi (Sparkling 100% natural lemonade)
Limonati by Borjomi (Sparkling 100% natural lemonade)
Each product is powered by Borjomi mineral water as its foundation, delivering a consistent promise: 100% natural beverages with functional benefits, straight from the source.
Afnan Ahsan, Group Chief Executive Officer of IDS Borjomi:
“The launch of Borjomi in the United States represents a major step in our long-term international growth journey and reflects the scale of ambition we have for the brand globally. The U.S. is one of the most dynamic and trend-shaping beverage markets in the world, making it a strategically important platform for introducing Borjomi’s naturally functional mineral water and beverage portfolio to a broader audience.
Over the past several years, we have invested significantly in expanding our innovation capabilities, strengthening production infrastructure, and building a more diversified beverage portfolio. This foundation gives us the confidence to accelerate Borjomi’s development across priority international markets, while continuing to build IDS Borjomi into a modern, globally competitive beverage company. Our ambition is to establish Borjomi as a globally recognized brand that combines authentic heritage, natural functionality, and contemporary consumer relevance.”
Ivane Matchavariani, CEO, IDS BORJOMI GEORGIA:
“The United States is a strategically critical market for Borjomi and a natural next step in our global expansion agenda. It is the world’s largest and most influential beverage market—where consumer trends are shaped and scaled globally.
The U.S. has a unique openness to innovation, particularly in functional and better-for-you beverages, making it the ideal environment for Borjomi’s proposition. Our research with Ipsos further validated this opportunity—highlighting strong consumer traction around gut health, where Borjomi naturally over-indexes, and delivering record-high Trial Index scores for our concept.
Our ambition is not only to grow in the U.S., but to build a scalable and profitable engine that strengthens our global footprint. With our distinctive natural mineral composition and strong heritage, we are confident in our ability to establish Borjomi as a meaningful player in the evolving functional beverage space and to scale this success globally.”
Vakhtang Antadze, Marketing Director:
“The U.S. is the ultimate stage for building a global brand. ‘For People With Guts’ is not just a campaign—it is a long-term brand platform designed to anchor Borjomi in the gut health space with clarity and cultural relevance.
We see gut health as one of the most talked-about functional need states in the U.S., especially across social media, yet the category hasn’t fully connected with people in a meaningful way.
Many brands either approach it in a highly clinical, technical manner or avoid it altogether. Our role was to unlock that opportunity—to democratize gut health by making it clear, relatable, and culturally engaging. Through Borjomi’s natural mineral water and beverage portfolio, we are bringing a more honest and accessible way for consumers to understand, experience, and integrate gut health into their everyday lives.”
The campaign was developed and produced by Odysseus Arms, who led the full creative platform, execution, and production. The campaign slogan “For People With Guts” was created in partnership with M&C Saatchi USA. Media planning and buying by R&R Partners, Las Vegas.
Together, the work sets a new tone for the category—one that replaces polished wellness clichés with honesty, attitude, and real functional purpose.
Sources consulted (web research):
- Borjomi Enters The U S At Scale Putting Gut Health Front And Center
- Borjomi Enters The Us At Scale Putting Gut Health Front And Center
- Borjomi site
- Borjomi Enters Us Scale Putting Gut Health Front And Center
- Borjomi
Source: BevNET