As distributors and retailers nationwide adjust to a saturated hard seltzer market, Funny Water launches as an “alternative to carbonated alcoholic beverages.”

Funny Water is naturally flavored still water with no bubbles, 3.75% ABV, with antioxidants and electrolytes, and only 80 calories.

This is the brainchild of PJ Loughran and Jake Vogel. Loughran is a veteran of the music festival industry, having led creative and marketing for events in the U.S., including Bonnaroo (Manchester, TN) and Outside Lands (San Francisco, CA).

“At the festivals, we provided ample hydration stations and water refill areas, but the reality is that when you’re listening to your favorite bands in an incredible technicolor environment, it’s very easy to forget to take proper care of yourself,” Loughran says. “We hope Funny Water serves as a healthy alternative, allowing everyone to socialize longer and safer.”

“We were amazed when we first began developing the product that wine was essentially the entry point for non-carbonated alcoholic drinks from an ABV perspective,” he adds. “If you’re not a fan of bubbles and the bloat that often comes with carbonation, your starting point was typically 14%. We saw a unique opportunity to fill this void, creating a lower alcohol entry point for a widely underserved consumer.”

Funny Water comes in 12-oz. variety packs featuring three flavors: Watermelon, Citrus, and Cucumber Mint.

The beverage is most similar in taste to a spa water with alcohol, the company says.

The company plans on adding additional flavors, single flavor 6-packs and larger 16-oz. and 24-oz. packaging.

Funny Water is available for purchase online at FunnyWater.com. It’s also rolling out to on- and off-premise accounts across the country.