A startup pioneering wastewater recycling is making an unconventional play in the beverage industry – a craft beer brewed with reclaimed water from showers and laundry facilities. San Francisco-based Epic Cleantec, founded in 2015, initially focused on developing proprietary technology to purify and reuse water within commercial and residential buildings.
“We have to fundamentally shift our ‘flush and forget’ mentality regarding water usage,” stated CEO Aaron Tartakovsky. The company is now aiming to elevate this mission by making recycled water more palatable to the public.
Tartakovsky explained the strategic pivot: “A significant portion of this was psychological. It’s about making people comfortable with the idea of recycled water. While presenting it as clean water might elicit skepticism, repurposing those same purified molecules into a premium beer product has, surprisingly, garnered enthusiastic reception.”
For its brewing operations, Epic Cleantec’s advanced systems collect water exclusively from showers and laundry operations. This water then undergoes a rigorous multi-stage treatment process. This includes advanced filtration, biological treatment, membrane filtration, granular activated carbon purification, reverse osmosis, and disinfection, ensuring a high standard of purity. The treated, clean water is then supplied to Devil’s Canyon Brewing Co. for the production of their beer.
The resulting craft beer is available for online purchase across several U.S. states, including California, Virginia, Oregon, Ohio, Kentucky, Vermont, New Hampshire, Nebraska, North Dakota, Rhode Island, Alaska, and Washington D.C. It is also offered at select retail locations within California.
The brewing process itself underscores a commitment to sustainability. It takes approximately 10 gallons of water to produce one gallon of beer. By utilizing recycled water, Epic Cleantec significantly reduces the strain on freshwater resources. Furthermore, their IPA is crafted using drought-resistant and energy-efficient hops, grains, and yeast, emphasizing an eco-conscious approach from cultivation to consumption.
However, the beer itself is merely a vehicle for a larger message. Tartakovsky highlighted the substantial environmental impact of buildings, noting, “Buildings account for about 15% of all freshwater consumed globally. We must innovate our water management strategies, and that necessitates creative communication and public engagement.”
Jordan Langer, CEO of event company Non Plus Ultra and an early investor in Epic Cleantec, initially backed the company’s building-focused water recycling solutions. He now features the beer at his events. Langer admitted to initial reservations, stating, “I was somewhat skeptical, not being one for gimmicks. However, I was proven wrong. The beer has been incredibly well-received, generating significant positive attention for Epic Cleantec, which has proven remarkably effective.”
Epic Cleantec has secured $25 million in total funding to date, with backing from institutional investors including J-Ventures, J-Impact, and Echo River Capital, alongside support from three family offices. The company currently offers two beer varieties: Shower Hour IPA and Laundry Club Kölsch. Tartakovsky indicated that plans for a non-alcoholic beer offering are also under consideration.
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