A recent survey by the International Bottled Water Association (IBWA) found that over 88% of Americans love and consume bottled water. In 2019 alone, bottled water sales reached an astonishing $34.6 billion, making it one of the nation’s favorite beverages.

Among the most popular brands in the $15 billion industry is the familiar blue, square container featuring a pink hibiscus flower on its wrapping, Fiji Water.

Despite its premium pricing, the allure of the imported beverage’s claims of “artesian purity” even attracted high-profile figures, including former US president Barack Obama and award-winning TV host Oprah Winfrey.

Who owns Fiji water, and why is it so popular? Here’s a brief history of one of America’s most beloved water brands.

Fiji Water Was Founded In 1996

The company itself originated on Viti Levu, Fiji’s main island, when a wealthy Canadian hotelier named David Gilmour discovered an abundant artesian or groundwater source.

Gilmour was the owner of the exclusive Wakaya Club resort, which he bought in 1972. And in what can only be described as his “road-to-Damascus” moment, while playing golf, he eyed some guests drinking water from a local source unbeknownst to them.

He was previously importing drinking water from off the island, an investment that undoubtedly cost the resort.

Upon learning of a much better alternative, Gilmour reportedly said: “I’ve imported water from 10,000 miles away, probably from a highly polluted area, and I bet within 100 miles there is the most unique source in history.”

The Natural Waters of Viti Ltd

With the help of geologists, they later confirmed the water source on the northern side of Viti Levu, the Yaqara Valley. Gilmour leased that part of the island and established the Natural Waters of Viti Ltd, putting $48 million of his fortune as capital.

The company was officially formed in 1996, but didn’t start producing and selling bottled water in the US until 1997.

Marketing his water to be “as unique as the island” and “Earth’s finest water,” Gilmour sparked an enduring appeal that would extend several decades later.

Between 1998 and 2000, Natural Waters of Viti Ltd’s sales increased from an astounding 10 to 25 million bottles of water. The company was awarded the Secretary of State’s 2004 Award for Corporate Excellence.

By the early 2000s, Gilmour’s bottled water was already a multi-million dollar company, importing the majority of its merchandise to the US. They were growing exponentially, with no hint of slowing down.

The Wonderful Company Acquisition In 2004

Surprisingly, in 2004, the Canadian businessman suddenly sold his company. For $50 million, Natural Waters of Viti Ltd transferred ownership to Lynda and Stewart Resnick, a billionaire couple from California.

The Resnicks own The Wonderful Company, a global conglomerate with a focus on health-oriented products. Under its portfolio are iconic brands like the Wonderful Pistachios and POM Wonderful.

In an official statement, Gilmour expressed his satisfaction in founding Fiji Water and how it is with “great pride” that he turned it over to the Resnicks, who he believed shared his vision.

Fiji Water Skyrocketed to Success

Time proved Gilmour right, and under Lynda and Stewart Resnick’s tutelage, Fiji Water thrived even further. Within the first year after the purchase, Fiji Water’s sales reportedly doubled.

It proceeded to own over 3% of the market by 2017, finally competing with industry giants like Aquafina and Poland Spring.

By 2018, the company generated over $485 million in revenue and was already valued at an estimated $4 billion. In 2024, Rocket Reach reported Fiji Water’s annual sales maintained an upward trajectory, at $506 million.

Now, the artesian water is being distributed in over 60 countries, including China, the UK, and most of the Pacific countries.

Its owners, Lynda and Stewart Resnick, have grown their net worth to over $5.9 billion in 2024. They had $590 million in 2004, before acquiring the bottled water business.

Selling “Earth’s Finest Water”

Fiji Water’s phenomenal success as a beverage can be attributed to several factors, including its premium pricing and unique branding strategy.

While artesian water is far from rare, The Wonderful Company managed to pitch not only the water, but the place itself, offering a seemingly genuine “taste of paradise.”

Crafting a compelling picture for its buyers, it described the Pacific island nation as a “virgin ecosystem far from acid rain, herbicides, pesticides, and other pollutants.”

Moreover, by setting a higher-than-average price tag for the bottled water, Fiji Water conveys a sense of exclusivity and prestige, which appeals to a certain niche of consumers.

But while designed to be expensive, it remains competitive with similar products in terms of pricing.

Celebrity Endorsements

Another reason for the beverage’s popularity is its ingenious marketing, which often involves high-profile personalities. It’s become quite the “celebrity water,” and a regular on magazines and red-carpet events.

Some of the most prominent figures “seen” drinking Fiji Water include Jennifer Aniston, Selena Gomez, Michelle Yeoh, and, more recently, Blackpink’s Jennie.

Scandals and Controversies

While Fiji Water’s global rise represented a massive payoff for the Resnicks’ investment, it didn’t come without its own set of challenges.

Tax Evasion and Water Shortage

A few years after the Resnicks bought Fiji Water, the company’s operations were brought into question by the Pacific island nation’s authorities.

Questions about the company’s de facto tax-free status came to light after Fiji’s then-interim military government came to power in 2007.

They were extracting 15 million liters of water a month from the island, yet were paying practically nothing. To support the local economy, the Fijian government requested an increase in water tax.

The company initially declined and responded by laying off local workers, but was forced to concede to paying 15 cents per liter in 2010, previously one-third of a Fijian cent per liter.

Fiji Water faced further criticism when it became known that, despite being the source of the premium beverage, the Fijian residents themselves are suffering from a clean water shortage.

In a bitter irony, only 47% of Fijians had access to safe drinking water in 2011. That’s 53% of the population living without sufficient water.

To address the problem, the company initiated the Fiji Water Foundation, offering programs to resolve water shortage, healthcare, and education issues in Fijian communities.

Image source: Google

Carbon Emissions and Contamination Concern

Vowing to go carbon-free, Fiji Water launched its Carbon Negative campaign in 2007, promising to plant trees to offset its carbon emissions. They’re yet to plant enough trees as they had promised.

According to an analysis by Vox, it takes “6.74 kilograms, or 1.75 gallons of water, to produce, export and distribute one bottle of FIJI Water.” Not to mention the long haul from Fiji to California.

For a brand that already markets itself as “carbon-negative,” the company’s seemingly inefficient merchandise didn’t fly well with thorough environmentalists.

In 2011, Fiji Water faced a class-action suit for alleged greenwashing. According to the complainant, the company took credit for something it hasn’t delivered yet—carbon-negative operations.

The Wonderful Company remained tight-lipped about the lawsuit.

In a similar yet more recent affair, the Plastic Pollution Coalition accused Fiji Water of containing microplastics and bisphenol-A (BPA), contaminants that can be harmful to human health.

According to the coalition, this is contrary to the company’s claims of “artesian” and “untouched” drinking water. The case was later rejected for insufficient evidence.

Bottom Line

To sum up, Fiji Water was owned and founded by a Canadian businessman, David Gilmour. It was later purchased by The Wonderful Company, owned by Lynda and Stewart Resnick, who, despite the various controversies, turned Fiji Water into a phenomenon.

Now, the exotic bottled water is a luxury staple enjoyed worldwide.

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Featured image source: Google