Beers with a Purpose: Creating the Shower Hour IPA and Laundry Club Kölsch
Epic Cleantec is committed to shifting the narrative around water reuse and overcoming one of the biggest barriers to wider water reuse adoption: the so-called “yuck factor.” In 2022, to help shift public perception, we, along with our brewing partners at Devil’s Canyon Brewing Company, crafted OneWater Brew, a beer made with highly purified recycled water that was collected from the showers and washing machines of a San Francisco high-rise building. The water was sent through a rigorous treatment process before getting sent off to the brewery. We honestly weren’t sure what to expect in the reception of this beer. Would people be open to trying a beer made from recycled water? Or would the “yuck factor” keep them away?
The answer was clear after the first sip. Most people’s curiosity quickly turned into excitement, as OneWater Brew sparked meaningful conversations about the perception of recycled water. It also helped that the beer was light, crisp and had a deliciously fresh taste we could only credit the water quality with providing.
What was originally conceived as a one-time awareness initiative to showcase the safe treatment methods of recycled water ended up going viral, generating more than 3.5 million media impressions, and was named to TIME’s Best Inventions list and a Fast Company World Changing Idea. The beer was served at events across the nation, and, most importantly, helped break down misconceptions about water recycling’s “yuck factor.”
With demand for the beer pouring in, we decided to take the next step and move to a commercial product line. But this time with a bold new twist: directly calling out where this water came from to truly test the bounds of acceptance.
We’re proud to introduce our two new recycled water beers: The Shower Hour IPA (ABV 6%) and the Laundry Club Kölsch (ABV 4.6%).
Not only are both the beers brewed using highly purified recycled water, the Shower Hour is a fully sustainably forward IPA. It’s brewed with Azacca® hops (semi-dwarf genetics, high cone efficiency, lower irrigation demand, and robust disease tolerance), fonio grain (naturally drought-tolerant, grows quickly without fertilizers, and supports soil health, making it one of the world’s most sustainable cereals), and kveik yeast (ferments fast and hot, reducing energy use).
Together, these beers aren’t just about great taste. They’re about starting conversations, reshaping perceptions, and showing just how far water innovation has come.
Why Beer?
Water recycling is often misunderstood. People hear “recycled water” and think of wastewater pipes, not crystal-clear, safe-to-drink (technically) purified water. In reality, advanced treatment technologies, like the ones built into Epic Cleantec’s OneWaterTM system, produce water that meets or exceeds the most rigorous drinking water standards.
Explaining that in a technical spec sheet doesn’t always land, especially for some that are not well versed in all things water. That’s where beer comes in. Sharing a pint is universal, approachable, and familiar. It creates space for real conversations about what water reuse looks like with something people are familiar with. When someone tastes a beer brewed with purified recycled water and says, “This tastes amazing,” or “I would have never known it was made with recycled water,” suddenly, the science becomes a lot more tangible. When we can shift perspective from negative to positive, it creates acceptance among a larger group of people.
Ultimately, that’s our goal: a wider acceptance for water recycling technology in our buildings and communities as the standard, not the exception. These beverages allow people to experience firsthand the possibilities of recycled water, while reinforcing that sustainable choices can be made in everyday life.
The Bigger Picture: Why This Matters
The need for innovative water treatment solutions is more urgent than ever.
- 40 out of 50 U.S. states are projected to face water shortages in the next decade
- Only about 1% of Earth’s freshwater surface resources are available for human use
- Nearly 80% of global wastewater is discharged back into the environment untreated, causing larger ecosystem issues
- By 2050, nearly 6 billion people could experience water scarcity for at least one month each year.
- In California, only 18% of wastewater is recycled while over 50% of current urban water use goes toward non-potable end uses—like toilet flushing, irrigation, and cooling—uses where recycled water is a perfect fit
Water is often described as a renewable resource, but in reality, it’s finite. The amount of water on Earth today is the same that’s been available for billions of years. What changes is where that water is, how clean it is, and how accessible it is to people and the environment. We need water to further develop our growing communities, and to sustain people, ecosystems, and economies for generations to come. It’s time to rethink how we use, treat, and reuse our water.
Building on Success
The success of OneWater Brew proved that people are ready to embrace water recycling solutions. Our new beers take the idea further: reminding people that the daily activities that use massive amounts of water, like showering and doing laundry, have great recycling potential. The water that went into Shower Hour and Laundry Club was sourced from the washing machines and showers of our California projects and treated to the highest levels of purity, including a reverse osmosis treatment.
We had so many people tell us that the OneWater Brew campaign changed the way they think about water. And that’s exactly the point. If we can shift perception over a pint, we can unlock more acceptance for recycled water across industries, communities, and cities.
What’s Next
The Shower Hour IPA and Laundry Club Kölsch are more than just beers. They’re conversation starters, teaching tools, and proof that innovation isn’t limited. As we continue to implement more water reuse systems in cities across the country, these beers remind us that big change often starts with something small, shared, and social.
So, the next time you raise a glass, remember: the future of water is not about scarcity. It’s about creativity, resilience, and reuse. And it might just taste like your new favorite beer.
