From ‘yuck’ to ‘yes’: How Epic Cleantec is changing the conversation about water recycling one sip at a time
As the impacts of climate change and urbanization intensify, water scarcity is no longer a distant threat but a present-day challenge that many communities face around the world. In response, onsite water reuse is gaining momentum as a sustainable, resilient solution for the built environment. And while the technology behind water recycling is proven, one of the biggest hurdles remains: public perception.
Despite the scientific rigor and advanced treatment processes behind recycled water, many people are still uneasy with the idea of using water that once came from sinks, showers, or toilets for non-drinking applications. And the idea of drinking recycled water is high on the taboo list as misconceptions about its safety remain. This discomfort, often referred to as the “yuck factor,” is rooted more in psychology than in science. Overcoming it requires more than just technical demonstrations and our pinky promise that it’s safe. It demands trust, education, and bold storytelling.
At Epic Cleantec, we’ve made it our mission to advance onsite water reuse technologies and reshape the way people think about water reuse altogether. One of the most powerful tools in that effort? Creating tasty beverages using recycled water to showcase the safety and science of water reuse technology.
Changing the public perception
If we handed you a glass of recycled water and asked you to take a sip, would you? The answer is likely “no.” But what if we handed you a beer that was made with recycled water? Well, from what we’ve seen, there’s a significant increase in willingness to try this versus a glass of ultra purified water.
When we partnered with Devil’s Canyon Brewing Company to create our OneWater Brew, a limited-edition Kölsch-style ale made with purified recycled water from a San Francisco high-rise, it was a simple, tangible way to demonstrate the safety and quality of recycled water.
After some tentative initial reactions, people were curious, surprised, and ultimately enthusiastic. Tasting a beer made from recycled water helps bridge the gap between perception and reality. It made water reuse personal and palatable, and helped change the conversation on what is possible with water reuse technology.
And the world noticed. Within a year, the beer garnered over 3.5 billion media impressions and earned several accolades, including being named one of TIME’s Best Inventions of 2023. While that level of media attention might seem surprising for a beer, it underscores how a well-crafted experience can generate buzz in more ways than one. The OneWater Brew isn’t just a beverage, it’s a conversation starter. A way to tell the water reuse story in a way that is approachable, engaging, and fun.
Building on that momentum, we proofed a small-batch of bourbon using recycled water and unveiled it at SXSW 2025. For us, it’s not just about novelty; it’s about showing that recycled water can meet (and exceed) standards for taste, purity, and performance in even the most refined applications. If it’s safe to consume, then it’s safe for toilet flushing in your apartment building.
But facts alone aren’t always enough. What changes minds is experience. When people taste a beer brewed with recycled water or see a bottle of bourbon made with it, the conversation shifts from fear to curiosity, and from skepticism to acceptance. From “yuck” to “yes!”
Trust is the cornerstone of adoption
Water reuse won’t reach its full potential without public buy-in. That’s why Epic is committed to transparency, engagement, and creative storytelling. Our beverage campaigns are just one example of how we’re building that trust, by showing, and not just telling, what’s possible.
We’re working with forward-thinking developers, city leaders, architects and engineers to integrate water reuse systems into buildings that are not only technically robust but also culturally embraced. Because sustainability doesn’t work in a vacuum. It thrives when people actually believe in it and advocate for its advancement.
The future of water is circular
Wastewater contains vital resources hiding in plain sight that we can capture and repurpose right onsite. It’s clean water, heat energy recovery, even natural soil products. And the sooner we embrace that reality, the more resilient our cities, businesses, and communities will become.
At Epic, we’re proud to be leading the charge not just through technology, but through storytelling that challenges assumptions and inspires change. So, let’s all raise a glass and toast to the future of water.
