In this instalment of ‘Start-up spotlight,’ we speak to Dava Water, a brand offering still and sparkling canned water designed for social occasions including clubs, parties and events. Founder Chidi Ajaero tells us more.

What inspired you to launch Dava Water, and what gap did you identify in the UK water market?

Dava was born in an unusual place: a nightclub. While trying to remain sober, I experimented by pouring water into a drinks can. To my surprise, nobody at my table noticed and I was able to blend in. That moment sparked everything. I wanted to make water a cool lifestyle product that gives people the confidence to hydrate anywhere, without standing out for the wrong reasons.

That’s why our slogan is ‘Drink Responsibly’ – a play on alcohol culture that encourages both mindful drinking and environmental responsibility. Growing up, I hated drinking water. Dava Water exists to change that.

You describe your experience as an “underdog journey”. What have been the biggest challenges you have faced while building the business?

The canned water market is extremely niche. It took us more than a year to find the right manufacturing partners, as the supply chain is deeply fragmented and minimum order quantities were substantial due to the significant cost of running a production line.

Our production journey began in Austria before moving to our current home in the South Downs of England. Our cans are specially made and transported to our water source in the South Downs, where the water is drawn from artesian wells and canned on site.

Then comes retail, which operates like a closed club: introductions are everything, and the fees can be significant. So, I got to work, cold-emailing and pitching for nine months straight to cafés, bars and nightclubs, before securing our first stockists and listings on platforms such as Amazon and Delli. It was difficult because people didn’t initially understand what we were doing, but I believed in the product.

What does being a premium water brand mean to Dava, and how does this influence the product’s design, positioning and target audience?

Premium, for us at Dava, is about lifestyle. It is reflected in how you carry yourself. From our glossy can finish to our ‘Drink Responsibly’ slogan, we designed something that looks expensive, feels sophisticated and sits at the intersection of luxury water and fashion – something you actually want to be seen with.

Why did you choose aluminium cans for Dava Water, and how does packaging fit into the company’s wider sustainability strategy?

Aluminium can be recycled repeatedly without losing its quality, and a recycled can can potentially return to shelves within around 60 days. It also offers a different drinking experience when chilled, and our customers regularly tell us that they enjoy the taste of our water.

Looking ahead, we have long-term ambitions to support broader recycling initiatives with London councils and in Nigeria, where I grew up. Aiming to cultivate recycling habits and discourage people from using plastic bottles of which only a staggering 12% is being recycled in the world.

Water is a highly competitive category. How are you working to differentiate Dava from both established brands and other challengers?

One word: community. The culture we are building around looking stylish while staying hydrated has attracted everyone from fashion lovers to people who simply don’t drink alcohol and don’t want to feel left out.

We believe our ‘Drink Responsibly’ message, which encourages responsibility towards both yourself and the planet, helps us build a distinctive culture around the brand.

How do you see the UK premium water market evolving, and which consumer trends are creating the greatest opportunities for new brands?

Gen Z and Gen X are drinking less alcohol. Alcohol culture does not hold the same appeal that it did during the 1990s and 200s, contributing to the emergence of electrolyte-enhance drinks and low- and no-alcohol brands.

This presents a growth opportunity for the UK premium water market, as consumers turn towards healthier and more stylish alternatives.

What are the next steps for Dava Water?

Retail expansion is our priority. We aim to increase Dava’s shelf visibility and establish the brand as a household name in the UK premium water market, before expanding further across Europe and into Nigeria.