Erewhon, the luxury Los Angeles grocery store chain known for its steep prices and celebrity-backed smoothies, has debuted its latest viral product: a cup of water that costs $12.
“Sacred Water” — announced July 3 as part of the store’s partnership with shower filter brand Jolie — is described on Erewon’s social media account as “a clarified herbal tonic infused with Organic Jasmine Tea and Botanical Extracts — served as a refreshing elixir poured over ice.”
The ingredients include organic coconut water, organic jasmine tea, organic raw honey, organic holy basil, organic anise hyssop, organic green cardamom, organic white grape juice and organic coconut milk. The drink is sold in a 12-ounce cup, meaning that each ounce costs a dollar.
Erewhon’s announcement immediately sparked debate over its price tag. “$12 for a cup of Coconut water sounds ridiculous,” one person wrote on Instagram. Another added: “This country is a hot mess. I can’t wait for this late stage capitalism bulls*** to collapse.”
Another person noted on X: “This highlights how wellness culture preys on vanity and status, normalising absurd mark-ups on basic ingredients for the rich.”
Others criticized the people who bought the drink, with one writing on X: “erewhon could bottle rain and LA would still ask if theres a subscription.”
“Anyone who buys that is a sucker,” another person agreed, while someone else wrote, “We’re officially at the point where water has lore now. $12 for ‘Sacred Water’ is wild, but I already know people are gonna buy it just to see what the hype is about.”
Some people who tried the Sacred Water had high praise for the beverage. “Okay… I had to grab two. It was THAT good,” one fan wrote on Instagram.
Another commented on Erewhon’s post, “Please never get rid of this!!!!” with another noting, “yes it is delicious and yet it does contain COCONUT WATERRRR.”
Other fans on social media shared their plans to see what the new drink was about, with one writing: “Actually looks delicious and healthy. Affordable by Erewhon standards too.”
The Sacred Water is available at Erewhon stores until September. The grocery chain also sells Jolie’s main product, their filtered shower head, which costs $172 for the promise of “cleaner, softer water.”
Erewhon was involved in more discourse earlier this year when Kai Trump, the granddaughter of Donald Trump, documented her trip to the luxury grocery store and joked about going “bankrupt” while shopping. She bought some popular items from the store, including Hailey Bieber’s viral “Strawberry Glaze Skin Smoothie, which costs $21 alone, and spent $233 on one bag of groceries.
Social media users condemned the video as “out of touch,” with Democratic strategist Mike Nellis calling her video a “modern-day ‘let them eat cake’ moment.”
