Beta Test: Aura Bora sparkles with whimsical flavors

Beta Test is a feature where we sample local products made by entrepreneurs around the Bay Area and profile the folks behind them. Have a product that you'd like us to consider? Email me at: sbloomberg@bizjournals.com.

Aura Bora

It started off as a joke during pizza night with friends. Paul Voge and his wife Madeleine craved a beverage that was grown up flavor-wise but without the booze or sugar often synonymous with the adult beverage industry. So they began experimenting with flavors for sparkling water in their Denver home but the initial formula involved essential oils, which aren't exactly a culinary additive.

"As more and more people abandon soda and come to low-sugar, or in our case no-sugar, alternatives, or on the other end of the spectrum as more people become sober and realize, wait, alcohol doesn't actually make me feel good, we are trying to be a middle ground," Paul said.

Now they have their own line of calorie-free, naturally flavored sparkling waters that are developed in concert with food scientists who use culinary-grade extracts to create unusual flavor combinations as far as consumer water brands go.

"We're developing new flavors that are innovative and interesting and unique without being intimidating, disgusting, peculiar," Paul said. "Go into an ice cream shop and there's going to be 15 flavors in there, and there will probably be a few normal ones that you feel like, yeah, I don't even need to try that. I know what vanilla tastes like. But there are a few new ones that pull you in. You think, I need to try that. We want that feeling."

They launched Aura Bora in 2019 and moved to San Francisco later that year. By August 2020, they had picked up enough steam to get featured on ABC's pitch show “Shark Tank.” After they got the call that Aura Bora had been selected to go on the show, they only had 10 days to get to Las Vegas for the shoot.

"It was a crazy, pressure situation that honestly was so nerve-wracking I almost don't have any memory of it," Paul said.

During the segment, which aired in January 2021, they accepted an offer from Canadian software tycoon Robert Herjavec for $200,000 for a 15% stake in their company. They also told the panel of investors that the company was on track to become profitable that year. And they would have achieved that already if it weren't for their rapid growth since then. Now Paul estimates they will reach profitability within two to three years.

Aura Bora sells direct to consumers as well as through 2,500 stores located mostly on the West Coast, and it has expanded its production facilities across three states: California, Pennsylvania and Indiana.

Paul was the only full-time employee until May 2020 and now the company employs nearly a dozen staffers. Within a year they'd like to get their headcount up to 20. Madeleine created the original designs for the packaging and they've since hired a creative director and social media manager. 

The sparkling waters come in five flavors: Lavender Cucumber, Peppermint Watermelon, Basil Berry, Lemongrass Coconut and Cactus Rose. And the company rotates in seasonal limited editions, as well. This winter it launched a Chai Cranberry flavor which sold out, and the company donated all net proceeds to the Oakland-based wilderness preservation organization, California Wilderness Coalition. In February it will launch a Hibiscus Passionfruit seasonal flavor. A 12-pack of water costs between $30 and $33 (with discounts for recurring subscriptions) via their website.

Testing notes

This week's testing notes were contributed by our retail and hospitality reporter Alex Barreira and staff photographer LiPo Ching. They tried Aura Bora's standard variety pack of flavored waters which includes Lavender Cucumber, Peppermint Watermelon, Basil Berry, Lemongrass Coconut and Cactus Rose.

The colorful, pastel hues and playful artwork pulls you in before even taking a sip, reflecting the soft and refreshing vibe of their products. And unlike many canned beverages on the market, Aura Bora's cans are taller, skinnier and have a slightly matte finish. They come in a standard 12-ounce size that left at least one Business Times staffer wanting more. 

Each flavor also comes with its own haiku, exuding a playfulness and air of not taking itself too seriously.

"In this minty land/There are watermelon waves/I sleep in a fruit," the can for Peppermint Watermelon reads.

"As someone who also gets a kick out of the Vitamin Water missives, this was cute," Alex said.

Here is a rundown of each of the five main flavors:

Watermelon Peppermint

LiPo: This one reminds me of a candy cane. Loved it. I think it was my favorite.

Alex: I couldn't finish this one but I just don't like peppermint, so the flavors didn't complement each other for me — with the peppermint dominating the milder watermelon flavor.

Basil Berry

LiPo: I can definitely taste the basil. It’s refreshing, especially as I drank it when I was thirsty, and it made me think of the veggie and fruit smoothies I make.

Alex: I liked this one the most. The flavor was sharper and more interesting than other berry-flavored waters and the basil added to the experience.

Lemongrass Coconut

LiPo: It was hard for me to figure out the taste of this one. I love coconut water and think that flavor was a little too subtle. I’m not really familiar with lemongrass but still enjoyed the drink.

Alex: I was hesitant to try to this one, but it was surprisingly refreshing. The flavors weren't too in your face.

Lavender Cucumber

LiPo: The lavender fragrance really stood out when I opened the can, but the taste was mostly cucumber to me. At first I wasn't sure about lavender as a flavor, but it was mild enough and I ended up enjoying the combination.

Alex: This one was the most refreshing for me. The unexpected flavor combination elevated both elements.

Cactus Rose

LiPo: Has a really fragrant, floral taste. I didn’t think a flower, and rose, would be appealing but I liked it. I’m not that familiar with the taste of cactus but it was subtle and pleasant. I really like this one, too.

Alex: I'm a fan of the experimentation but not quite a fan of the result.