Invest in YW Global
Stay Hungry, Not Thirsty
Highlights
Featured Investor
I am a queer writer - published poet and screenwriter - making the move into film producing as my personal Act 2. Investing with intention.
devonmaliademing.com“I have been following Arlan since the launch of her first book, “It’s About Damn Time” and am a member of her “Arlan’s All Access” and “Backstage Pass” online communities. Working with Arlan helped me become an Executive Producer on my first film, “Hatchlings” and I am a big supporter of her goals of lifting up underestimated businesses and investors. Everything Arlan does is incredibly intentional and the launch of YW Global sparkling water is based on well-conducted research showing that c...”
Our Founder
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Cultural Landscape
Eat the Rich
As the middle class continues to shrink and social mobility is at an all-time low, the wealthy are retreating to exclusive clubs and luxury destinations.
In this cultural moment, TV and film blockbusters have one thing in common - they're angry about the rich (Succession, Triangle of Sadness, White Lotus). People are looking for ways to deal with the reality of the wealth gap and the signs are showing up everywhere: in tech, art, marketing, and food.
Moments of Escape
71% of people say finding joy and happiness in everyday moments and opportunities to escape stress are important to live well.
In an anxious world, moments of levity and humor matter more than ever. We see humor and surrealism making a comeback in advertising (Fiat's stand against gray, Husqvarna's signing vacuum cleaners).
Brands that create pauses, rituals and moments that allow consumers to exhale and be themselves will feel the benefit.
Our Take
Offering a humorous, tongue-in-cheek take can bring people a momentary escape from the tensions and anxieties of life. By empathizing with frustrations and offering a moment of respite, we can help people find levity. But, it's important that we make our commitment to impact clear at the same time so our audience understands the serious mission behind the brand.
Consumer Landscape
Sparkling waters have become a healthy treat, especially for millennial and GenZ consumers. They allow health-conscious consumers to discover and explore new brands, flavors, and ingredients that support health and wellness goals. These beverages also help them navigate social situations where alcohol is present, adding to their supportive nature.
The Research:
- As consumers (particularly millennials) pay closer attention to what they put int heir bodies, consumption habits have shifter away from traditional soft drinks and sugary, high-calorie beverages to move natural alternatives and low/no sugar drinks.
- In 2016, bottled water dethroned soft drinks as the leader in beverage sales.
- Since then, bottled water has continue to outperform traditional sodas.
- Sparkling water is seen as a treat, especially by millennial and GenZ consumers, with flavored sparkling waters performing particularly well.
- Whether infused with natural botanical extracts or boosted with probiotics, sparkling water is getting tastier and more creative.
- Studies show that consumers often use sparkling water to pace themselves or as an alcohol alternative while in social situations with alcohol present.
Competitive Landscape
Our Take
Waterloo focused on full flavor while SpinDrift doubles down on real fruit ingredients. While our flavors and ingredients distinguish us, it's our perspective that defines us. In that way, Liquid Death is the closest competitor because of its positioning as a send up to traditional marketing. But, while we're also using humor, we're inviting our audience into the brand experience in a warmer and more elevated way that's not off putting or alienating to any group.
