air up's Recipe for Success: Dazzling Growth and 8-Figure Revenue

air up's Recipe for Success: Dazzling Growth and 8-Figure Revenue

Julie Cauville

Julie Cauville

June 6, 2023


air up, the German-based e-commerce brand that has revolutionised the flavored water industry, has achieved remarkable success and 8-figure revenues.

Founded in 2018 by Lena Jüngst and Tim Jäger, air up offers a unique line of flavored water bottles that allow consumers to enjoy the taste of flavored water without any sugar or artificial sweeteners.

Their refillable drinking system uses scent alone to enhance the flavor of water, providing a healthier alternative to sugary drinks. With an extensive range of flavors and a commitment to sustainability, air up has captivated the market.

air up has achieved remarkable growth in a brief span of time, with revenue figures surging from 30 million euros in 2020 to a staggering 100 million euros in 2021. The company is expected to surpass 150 million euros in revenue in 2022, solidifying its status as a thriving European D2C brand.

1. Innovating the Flavored Water Market with a Distinctive Approach

1.1. The Science Behind air up: How Scent Pods Transform Your Water Experience

air up, founded in 2018 by Lena Jüngst and Tim Jäger, is a German brand that offers a range of flavored water bottles. What makes them different? They allow you to enjoy the taste of flavored water without any sugar or artificial sweeteners. Instead, they use scent pods to enhance the water's flavor.

When you take a sip, the flavored air bubbles travel through your mouth, creating a delightful flavor experience. air up offers a range of flavors such as apple, peach, lemon, and grapefruit, providing a healthier option to sugary beverages.

1.2. AirUp's Impressive Growth: From a German Launch to an International Sensation

In 2016, Lena Jüngst and Tim Jäger embarked on a mission to address unhealthy nutrition. Teaming up with Michelin Star chef Fabian Schlang and serial entrepreneur Jannis Koppitz, they aimed to develop an innovative beverage system.

In 2019, air up® GmbH was established, and their flavored water bottles quickly gained traction in the German market. Within just six weeks, they sold 80,000 starter kits.

Since then, air up has experienced impressive growth, with revenues of 30 million euros in 2020, 100 million euros in 2021, and an estimated 150 million euros in 2022. They now operate in 11 countries and have received significant funding.

air up innovative approach to flavored water has positioned them as industry leaders. In the following sections, we will explore their perfect product-market fit, captivating design and technology, and their successful use of influencer-generated content and engaged communities. Get ready to uncover the secrets behind AirUp's phenomenal success in the flavored water market.

2. air up's Recipe for Tapping into Consumer Desires

2.1. Aligning with Consumer Values: air up's Sustainable Solution to Hydration

air up's rapid growth can be attributed to their perfect product-market fit. Through an in-depth study conducted in 2020, air up gained valuable insights into the habits and preferences of Generation Z consumers across Europe.

The study revealed the increasing importance of sustainability and health in their purchasing decisions. Recognizing this, air up positioned themselves as a brand that addresses these concerns head-on.

Their focus on sustainability and environmentally friendly practices, such as using recyclable materials in their products and partnering with environmental causes, has resonated strongly with consumers who are becoming increasingly conscious of their environmental impact.

2.2. The Art of Packaging: How air up's Visual Appeal Sets Them Apart

air up's visually appealing product design and innovative technology have played a significant role in their rapid scaling. Their bottles and sustainable packaging boast a modern, sleek, and vibrant design that captures the attention of consumers. This attractive aesthetic, combined with their unique and Insta-friendly products, generates curiosity and entertainment among their target audience.

The visually captivating nature of air up's products also increases their potential for virality (and cool unboxings videos), as consumers are more inclined to share and showcase their experiences with the brand.

The combination of a perfect product-market fit and captivating design has enabled air up to scale rapidly in the flavored water market. In the next sections, we will explore their strategic use of influencer-generated content, their engagement with user-generated content and community, and their focus on direct-to-consumer sales. Stay tuned as we uncover the remaining secrets behind air up's impressive success and revenue growth.

3. Empowering the Community: air up's Engaged Users and the Power of UGC

3.1 Influencer-Generated Content (IGC)

air up has strategically leveraged Influencer-Generated Content (IGC) to establish a strong brand presence across various social media platforms. They have formed collaborations with mega influencers, ensuring widespread visibility and increased brand awareness. air up uses YouTube and TikTok to partner with influencers and sell products to many people.

air up's collaborations with mega influencers have had a tremendous impact on their brand visibility and sales. By partnering with popular influencers, air up has been able to showcase their products to a vast audience. These influencers, such as Jojo Siwa and Inoxtag, have featured air up in their content, creating buzz and driving consumer interest.

3.2. User-Generated Content & Engaged Community

air up has also fostered an engaged community of consumers who actively participate in User-Generated Content (UGC). air up has received significant attention from Gen Z, who actively share their feedback and endorsements on various social media channels. Influencer marketing helps air up users know the brand and feel like part of a group.

air up has also launched viral hashtags and campaigns that have further amplified their UGC strategy. Hashtags like #thinknewdrinknew have gained traction, creating a tribe-like following on platforms like TikTok and Instagram.

People love sharing photos, thoughts, and experiences with air up products. They really like the brand and tell others about it. This has helped air up grow quickly and do well.

their hashtag #thinknewdrinknew have gone viral and generated in a real Air Up tribe on Tiktok and Instagram.

4. air up in the Spotlight: How PR Propelled Their Success

4.1. Harnessing the Power of PR

air up has strategically employed a comprehensive Public Relations strategy (PR) to expand its reach and solidify its presence in the market. Through press releases and media partnerships, air up has effectively communicated its brand message and garnered media coverage to reach a wider audience.

air up has collaborated with a dedicated PR agency, Team LEWIS, to execute their PR projects. The agency has facilitated product tests with major consumer lifestyle media outlets and secured coverage in key news media. Through these initiatives, air up has been able to generate valuable media attention and establish strong relationships with influential journalists.

4.2. Making Headlines: air up's PR Triumphs in Renowned Publications and TV Channels

air up's PR efforts were successful. They were featured in major media outlets such as Le Parisien, Le Progrès, and Culture Nutrition. They were also featured on channels like M6 and Bein Sport. This media exposure has allowed AirUp to expand its reach and engage with a broader audience.

4.3. Beyond Generation Z: air up's PR Initiatives for Tapping into the Older Demographic

air ups PR strategy has also played a crucial role in targeting an older demographic, specifically individuals over the age of 30. While social media platforms like TikTok and Instagram have been instrumental in reaching Generation Z, PR initiatives have allowed AirUp to tap into a more mature audience segment. By leveraging media partnerships and securing coverage in established outlets, air up has successfully captured the attention and trust of this older demographic, further expanding their customer base.

Through strategic PR efforts, air up has been able to generate extensive media coverage, reach a wider audience, and engage with different demographics. In the following sections, we will explore air up's focus on direct-to-consumer sales, their sustainable business practices, and their commitment to providing a refreshing and healthy alternative in the flavored water market.

5. Retention and Loyalty: air up's Winning Strategy for Direct Customer Engagement

air up has embraced a direct-to-consumer (DTC) approach, which has played a pivotal role in their success. By selling their products directly to consumers, air up has gained several benefits that have contributed to their rapid growth and customer loyalty.

5.1. Revolutionising Retail: air up's Direct-to-Consumer Triumph

With their DTC model, air up has established a direct line of communication with their customers. This direct connection allows them to gather valuable data and insights about consumer preferences, behaviors, and purchasing patterns. Armed with this information, air up can personalize their offerings, tailoring them to the specific needs and customers expe. The DTC approach also enables air up to have full control over the customer experience, from product presentation to post-purchase interactions.

5.2. From Insights to Recommendations: How AirUp Leverages Data for Tailored Offerings

Through their DTC model, air up has cultivated a deeper understanding of their customer base. They leverage the data collected to create personalised recommendations, offer targeted promotions, and provide a seamless shopping experience. By tailoring their offerings to individual preferences, air up enhances customer satisfaction and fosters long-term loyalty.

5.3. Loyalty Above All: air up's Strategy for Building a Devoted Customer Base

air up's DTC model allows them to prioritize customer retention. With direct access to their customers, air up can implement strategies to encourage repeat purchases, such as personalized recommendations, loyalty programs, and exclusive discounts. This focus on customer retention not only drives revenue growth but also strengthens the brand's relationship with its customers, fostering a loyal and engaged community.

Through their DTC approach, air up has harnessed the power of data, personalization, and customer retention to fuel their growth and success. In the next sections, we will delve deeper into air up's sustainability practices, their commitment to environmental causes, and their dedication to providing a refreshing and healthy alternative in the flavored water market.


air up's remarkable success in the flavored water market can be attributed to its unique approach, strategic initiatives, and unwavering dedication to customer satisfaction. With a perfect product-market fit and a focus on sustainability and health, air up has captured the attention of health-conscious consumers seeking a flavorful and guilt-free hydration alternative. Their captivating design, innovative technology, and strategic influencer collaborations have created a buzz around the brand, reaching a wide audience through social media platforms like YouTube and TikTok.

By embracing a direct-to-consumer (DTC) model, air up has established a direct line of communication with customers, allowing for personalized offerings, data-driven strategies, and a strong focus on customer retention. Leveraging the power of data, air up tailors experiences to individual preferences, fostering long-term loyalty and satisfaction. Their emphasis on user-generated content and an engaged community further amplifies their brand presence and generates positive word-of-mouth.

Frequently asked questions
Everything you need to know.
Who owns air up?

Air up's founders, Lena Jüngst and Tim Jäger, launched the company to provide a healthier alternative to sugary drinks. Using scent pods instead of sugar or artificial sweeteners, air up allows consumers to enjoy a delightful flavoured water experience.

How much is air up worth?

Air Up has experienced rapid growth since its establishment in 2018. The company's revenue figures surged from 30 million euros in 2020 to an impressive 100 million euros in 2021. With an estimated revenue projection of 150 million euros in 2022, air up solidifies its position as a thriving European direct-to-consumer (D2C) brand.

What country is air up from?

Air up is a German-based e-commerce brand. The company originated in Germany and has since expanded its presence internationally.

What year did air up come out?

Air up was founded in the year 2018. The company has been providing its innovative and sustainable approach to flavoured water since its establishment in Germany in 2018.

‍How did air up become popular?

Air up's popularity stems from its innovative and sustainable approach to flavoured water. 

The company's success story includes an impressive growth trajectory, starting with selling 80,000 starter kits within six weeks of entering the German market. Air Up's commitment to sustainability, captivating design, and strategic initiatives, such as influencer collaborations, have contributed to its widespread popularity.