IBWA Launches National “Choose Water First” Campaign to Champion Healthy Hydration, Circularity, and American Communities

IBWA Launches National "Choose Water First" Campaign to Champion Healthy Hydration, Circularity, and American Communities

International Bottled Water Association | NEWS RELEASE | June 25, 2026

IBWA Launches National "Choose Water First" Campaign to Champion Healthy Hydration, Circularity, and American Communities

ALEXANDRIA, VA - The International Bottled Water Association (IBWA) today announced the official launch of Choose Water First, a national initiative that advances public health by encouraging greater consumption of water among Americans of all ages. The campaign will also advocate for the modernization of U.S. drinking water and recycling infrastructure, and bolster community resilience in times of disaster.

Supported by a broad coalition of IBWA member companies, allied health and water organizations, and federal partners, Choose Water First is a comprehensive consumer education and public policy advocacy campaign designed to build a unified movement for healthy hydration.

IBWA was chosen as a Dietary Guidelines National Strategic Partner by the U.S. Department of Agriculture earlier this year, following the publication of the 2025-2030 Dietary Guidelines for Americans (DGAs), which for the first time designates water alone as the best single choice for Americans across all life stages.

"Choose Water First will educate American consumers and policymakers about how increasing our intake of water-and limiting unhealthy beverages-leads to better health and a better quality of life ," said Matt Herrick, IBWA president and CEO. "Choose Water First is a declaration for consumers and our industry-let's Choose Water First for better health, for a stronger manufacturing economy, for more resilient drinking water and recycling infrastructure, and to help our neighbors when disaster strikes."

"As America celebrates 250 years, IBWA members are proud to ensure millions of visitors to Washington, DC and New York are properly hydrated," Herrick added. "It is an honor to bring this industry's commitment to health, community, and service to the America 250 celebrations."

IBWA graciously thanks its member companies: Premium Waters, Inc. for sponsoring this campaign at the "Hydration Supporter" level and Aqua Filter Fresh for sponsoring as a "Hydration Advocate." All current and future sponsors of the Choose Water First campaign will play a vital role in helping to advance this national effort, which promotes healthy hydration, advocates for modernized drinking water and recycling infrastructure across the country, and helps communities stay resilient when disaster strikes.

Choose Water First is anchored by four strategic pillars that reflect the full breadth of bottled water's commitment to American society:

Healthy Hydration. Water is the #1 recommended beverage in the 2025-2030 Dietary Guidelines for Americans, yet 54.4% of U.S. children are inadequately hydrated on any given day. Choose Water First positions water as the leading alternative to unhealthy or sugar-sweetened beverages. As a Dietary Guidelines National Strategic Partner, IBWA is working to make water the recommended choice in federal nutrition programs, schools, and homes across the country.

Community Infrastructure & Recovery Systems. Water access is essential and continued investment is needed to strengthen resource efficiency, protect water systems, and advance a circular economy. Choose Water First champions policies that push for modernizing drinking water and recycling infrastructure as well as improvements to post-consumer packaging recovery.

Jobs & the Economy. Serving as a cornerstone of the American manufacturing economy, the bottled water industry generates $163 billion in annual economic impact. Bottled water companies support more than 617,000 local jobs that deliver $42.5 billion in wages to working families across the country. When we Choose Water First, we support American jobs and American communities.

Disaster Relief. When municipal water infrastructure experiences disruptions, when cities and towns issue boil-water advisories, or when natural disasters strike, bottled water and filtration technology are critical support that communities need right away. Choose Water First will expand IBWA's partnerships with emergency response and highlight the essential role the industry plays in first response and community resilience.

"From U.S. Congress to high school football stadiums, from the White House to school cafeterias and grocery store aisles, Choose Water First will give Americans the information and reassurance they need to make water their first, best beverage choice," said Herrick.

For more information about the Choose Water First campaign, including resources for partners, media, and consumers, visit choosewaterfirst.org. IBWA members and allied organizations interested in joining the Healthy Hydration Partnership should contact IBWA Vice President of Government Relations Jeremy Pollack: [email protected].

Media Contact:
Jill Culora
[email protected]
703.647.4609

Founded in 1958, IBWA is the leading voice for the bottled water industry, which supports more than 617,000 jobs that generate $42.5 billion in wages and $163 billion in overall U.S. economic impact. IBWA provides members with professional services focused on advocacy, communications, technical services, and education to advance safe, healthy hydration and sustainable business practices. IBWA's membership consists of bottlers, distributors, and suppliers across the U.S. and around the world working to deliver the #1 packaged beverage to consumers everywhere. For more information about IBWA, please visit  www.bottledwater.org

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