At its 2026 conference—in its 25th year—the US Green Building Council (USGBC) California gave out a Ripple Effect Award honoring innovation fueling sustainable water management. The recipient of that award was Epic Cleantec for its recycled water beer.
It’s one of many awards that the water technology company has earned on its way to bringing an unconventional idea to store shelves: beer brewed with highly purified recycled water.
“The goal wasn’t simply to make a beer,” noted Aaron Tartakovsky, CEO and co-founder of Epic Cleantec. “It was to demonstrate the safety of advanced water reuse technologies and spark a broader conversation about the critical role water recycling will play in our future.”
With some of the fastest-growing craft beers in the U.S., sold across 100+ stores, Epic Cleantec, in partnership with Devil’s Canyon Brewing Company, is getting both consumers and businesses to see water reuse in a new light.
From demonstration beer to viral sensation
Sustainability has always been an integral part of Devil’s Canyon Brewing Company. The San Carlos, California brewery operates a 270-panel solar carport structure, is constructed and maintained with over 90% reclaimed infrastructure, and features a system that converts organic waste and spent brewing grains into usable biogas.
So when Epic Cleantec approached Devil’s Canyon with the idea of recycled water beer and shared the science, testing, and treatment process behind it, the brewery was excited to join the effort.
Working alongside Devil’s Canyon in 2022, Epic Cleantec created OneWater Brew, a non-commercial demonstration beer made with recycled greywater. The first run may have only been 7,500 cans, but this new brew generated a big response. The beer went viral, exceeding 3.5 billion potential impressions globally and was named one of TIME’s Best Inventions of 2023.
In 2025, Epic Cleantec and Devil’s Canyon launched the world’s first commercial beers brewed with highly purified shower and laundry water. Their names, appropriately and playfully: Shower Hour IPA and Laundry Club Kölsch.
The science behind the sip
The juicy IPA and the crisp golden ale start with the same water source: buildings where Epic Cleantec operates reuse systems.
The water goes through a rigorous multi-barrier purification process. Biological treatment, membrane filtration, granular activated carbon, reverse osmosis, and ultraviolet disinfection are all bundled into this.
“These advanced treatment technologies remove 99.9999999999% of contaminants, producing water with near-zero contaminant levels that is often cleaner than many municipal drinking water supplies,” stated Tartakovsky.
From there, the water makes its way to Devil’s Canyon, entering the same brewing process as any other premium craft beer before it’s packaged and distributed.
Why beer? Because people already trust it
When it comes to the question of “why beer?” Tartakovsky provides a clear answer.
“Beer proved to be the perfect proof of concept because it's something people already know, trust, and enjoy,” he said. “By brewing a premium craft beer with highly purified recycled water, we transformed an abstract infrastructure concept into a tangible experience. Instead of asking people to imagine what's possible, we invited them to taste it.”
The beer’s taste helped sell it to consumers. So did learning about the science behind the water’s treatment.
“We found that people were far more open-minded than many assume,” Tartakovsky noted. “Once they understood the rigorous purification process and tasted a high-quality beer, most moved quickly from skepticism to curiosity to genuine enthusiasm.”
As the beers’ names suggest, Epic Cleantec has made it a point to be transparent about how the drinks are made. Consumers have a clear understanding of where the water came from before they pop back the tab and take their first sip.
It goes back to a broader point that Tartakovsky makes: “People don't embrace sustainable solutions because they're told they have to. They embrace them when they understand them, trust them, and are excited to participate.”
Sustainability in plain sight
Shower Hour IPA and Laundry Club Kӧlsch are visible examples of water reuse. Every can, with its transparent label, reminds consumers of water’s value and technologies for safe recycling. For organizations, it’s a reminder of how receptive consumers can be and opportunities to push open that door further.
“Sustainability doesn’t have to stay hidden behind the scenes,” stated Tartakovsky. “When it's backed by real innovation and a great customer experience, it can become a source of differentiation, brand value, and consumer engagement.”
Epic Cleantec has seen companies respond to that. Since launching their two commercial beers with Devil’s Canyon, the company has seen growing interest from developers, policymakers, food and beverage companies, and industry partners.
To Tartakovsky’s point, if another brewery wanted to replicate this type of initiative, “the technology already exists and is ready to deploy.” But it’s also about perspective.
“Beyond that, it takes a brewery interested in trying something new and exciting and the willingness to educate consumers,” he said.
A toast to circular water solutions
As USGBC California put it, Epic Cleantec’s “recycled water beer transforms public perception of water reuse, turning hesitation into acceptance.” It’s a step forward in normalizing circular water solutions and inspiring other companies to do it creatively.
“Every successful example helps make advanced water recycling more familiar, and familiarity is what turns curiosity into confidence,” Tartakovsky noted.
As more breweries and industries take note, one thing is clear: the future of water reuse and consumers’ surprising acceptance is something we can all raise a glass to.
