CG Roxane launches ‘Thirst for Progress’ campaign, highlights sustainability practices

CG Roxane LLC, the privately held and family-owned and operated maker of Crystal Geyser Alpine Spring Water headquartered in Novato, California, has announced its “Thirst for Progress” campaign.

The company, which also operates in-house polyethylene terephthalate (PET) recycling plants, says the initiative includes a series of creative shorts dedicated to promoting hydration and sustainability throughout the summer season.

The campaign aims to empower consumers to make informed choices about hydration, emphasizing the benefits of choosing sustainable options. Consumers choosing Crystal Geyser also can contribute to environmental initiatives through CG Roxane’s sustainable practices, the company adds.

“Our ‘Thirst for Progress’ campaign underscores CG Roxane’s commitment to delivering products from high-quality sources while championing sustainability,” CG Roxane Vice President of Marketing Anne-Charlotte de La Porte says. “As a family-owned company since our founding in 1990, we have upheld the belief that water should come from the highest quality, natural sources rather than simply from a municipal origin. This philosophy guides our operations and distinguishes Crystal Geyser Alpine Spring Water in the marketplace.”

In July, CG Roxane commissioned a survey that was conducted by Talker Research and revealed insights into American travelers’ habits and attitudes toward hydration and bottled water. The survey of 2,000 U.S. adults highlighted that while 46 percent of Americans drink more water when traveling, 65 percent are concerned about the quality of the tap water at destinations.

The survey also claims that 89 percent of respondents are seeking to improve their preparedness when traveling, though 40 percent admit they find it difficult to stay hydrated while traveling. The survey also shows that if Americans knew a brand’s disposable bottled water was 100 percent recyclable and that the packaging was made from recycled materials, they would be 69 percent more likely to use them.

CG Roxane also is offering consumers a tethered cap option on its 8-ounce bottles, an initiative the company says aligns with its dedication to environmental stewardship and anticipates global trends, such as the recent European Union mandate phasing out loose caps for plastic drink bottles up to 3 liters that took effect in July.

The company says sustainability is deeply integrated into its operations.

In 2021, it inaugurated solar panel installations at its PET facility in San Bernardino, California, generating renewable energy to power its operations. CG Roxane says the move has saved 3,346 metric tons of CO₂ emissions since it began. In 2023, the company also scaled up its use of renewable energy by launching a solar PV (photovoltaic) installation to power its Johnstown, New York, bottling factory and improved solar energy generation at its Novato headquarters.

“We are proud to be at the forefront of sustainability in the bottled water industry,” says Charles Calvat, CG Roxane director of corporate social responsibility. “By producing Crystal Geyser Alpine Spring Water bottles with no less than 50 percent recycled PET content, we save 28,500 metric tons of CO₂ annually—equivalent to the electricity use of 5,565 homes for a year. This initiative not only meets regulatory standards, but also reflects our commitment to environmental stewardship.”