Epic Cleantec

Sparking buzz for a new, sustainable brew

A mission to change what it means to reuse water
Water solutions for the modern world. Epic Cleantec is a leader in the sustainable onsite water reuse space, with a water management system that recycles up to 95% of wastewater into usable, sustainable outputs. By sourcing water from a 40-story high-rise where Epic operates its technology, this non-commercial project demonstrated the exceptional quality of recycled water while challenging the "yuck factor" that often surrounds water reuse innovations.
A strategy to generate excitement
Think recycled water can’t be clean? Epic said, “Hold my beer." To prove just how clean recycled water can be, they teamed up with a Bay Area brewery to create OneWater Brew—a limited edition Kölsch-style ale made with purified water from San Francisco's first approved greywater reuse system. Drinkable, great-tasting, and made from recycled water.
Client
Epic Cleantec
Year
2023 - 2024
Role
Agency - AOR
Services
Strategic Communications, Messaging, Media Relations, Thought Leadership
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No such thing as wastewater, only wasted water

Epic enlisted Antenna Group to elevate their OneWater Brew through strategic media placements and high-profile events. The campaign aimed to transform public perception of water reuse while establishing Epic as a recognized innovator beyond water industry insiders—creating a compelling narrative that would captivate both media outlets and the general public.

From a curiosity into a global sustainability phenomenon

Enter a multi-faceted campaign that reimagined how the world sees Epic’s OneWater Brew—transforming perception by the pint. Through carefully crafted messaging and strategic media outreach, we arranged live tastings with prominent journalists, converting initial skepticism into enthusiastic endorsements. This momentum attracted coverage from elite media outlets including Bloomberg, The New York Times, CNBC, BBC, and CNN.

The impact
The recognition

Untapping potential, innovation positioned with every pour

The campaign gained powerful social proof as influential figures—from NFL players to San Francisco's mayor—publicly embraced the concept. The result? OneWater Brew ultimately captured global attention, generating billions of media impressions. To amplify impact, Antenna Group brought OneWater Brew to the most influential stages, high-profile forums including the 2023 World Economic Forum and U.N. Water Conference. In parallel, we organized exclusive brewery tours for decision-makers from technology, politics, and real estate sectors. Together, these moments created a clear, comprehensive narrative: water reuse isn’t only possible—it’s both innovative and essential.

STRATEGIC COMMUNICATIONS
‘24
Aaron Tartakovsky
CEO, EPIC CLEANTEC

“Antenna’s creative media strategy and execution of the campaign was a wildly successful effort. [Their] efforts were instrumental in helping us showcase our pioneering water reuse technology in a fresh, engaging light and driving mainstream conversation about this critical topic.”