Alkaline88® Kicks Off National Marketing Efforts Around Super Bowl Weekend

Alkaline88 Expects Millions of Impressions Through Advertising and Sponsorships During Super Bowl Week

The Alkaline Water Company Inc. (NASDAQ and CSE: WTER) (the “Company”), the country’s largest independent alkaline water company and the Clean Beverage^® company, will be participating in multiple national marketing efforts surrounding the country’s biggest sporting event, Super Bowl LVI, taking place in Los Angeles on February 13, 2022. These include a two-page advertisement in the USA TODAY Super Bowl LVI Preview, partnering with two NFL personalities for Radio Row, and being a premier sponsor and the exclusive bottled water for Shaq’s Fun House, the biggest party of Super Bowl week. The Company expects to create tens of millions of meaningful impressions from these activities. The Company is also proud to support our Country’s wounded warriors as a sponsor of the Stars & Stripes Bowl.

“Alkaline88^® is the fastest-growing top-ten enhanced water brand in the Country, and Super Bowl weekend is a perfect opportunity to further increase our brand awareness and consideration amongst millions of Americans,” said Tom Hutchison, Chief Marketing Officer of The Alkaline Water Company. “We’re getting incredibly efficient brand equity building from this group of marketing activities surrounding one of the biggest sporting events in the world. We have an incredibly high-quality and impactful product, and these particular efforts reinforce the association with sports and wellness that we’re building. As a veteran, I’m really excited about the work with the Wounded Warriors of Sierra Delta and the Stars & Stripes bowl.”

Alkaline88® marketing activities during Super Bowl weekend include:

• USA TODAY Super Bowl Preview Centerfold Ad
  • Alkaline88 will have the 2-page centerfold spread in the USA TODAY Super Bowl LVI Preview publication
  • 1 million copies will be printed and available side-by-side the daily USA TODAY wherever newspapers are sold.
  • A digital copy of the publication will be shared directly with 10 million sports fans, while there is additional organic traffic to the website.
• Radio Row
  • Alkaline88 is partnering with two NFL personalities during Radio Row and other endorsement opportunities throughout the weekend.
  • Radio Hall of Fame personality Mike Golic and Football Hall of Fame candidate Tony Boselli will represent Alkaline88.
  • Mr. Golic and Mr. Boselli will endorse Alkaline88 in multiple radio interviews to listening markets across the country.
• Shaq’s Fun House
  • Alkaline88 is a premier sponsor and the exclusive bottled water of the Hottest Party on Big Game Weekend.
  • Guests, including A-list celebrity influencers, will stay hydrated at the Deliciously Smooth™ Hydration Station and enjoy Alkaline88 aluminum bottles in the VIP areas.
  • Attendees can also participate in carnival fun with Alkaline88’s Shaq Splash Attack water cannon carnival game.
• Stars & Stripes Tribute Flag Football Bowl
  • Alkaline88 is honored to support America’s Wounded Warriors of Delta Sierra Football Team, as a sponsor for the Stars & Stripes Tribute Flag Football Bowl. The Company is proud to join with Alkaline88 advisory board member and brand ambassador Shaquille O’Neal in recognizing the service and sacrifice of these American heroes.
  • Game One features Snoop’s Special Stars, a group of LA-based kids with special needs finding joy and therapy through the game of football.
  • Game Two features the Wounded Warriors of Sierra Delta vs. NFL Alumni including Hall of Famer Kurt Warner.

Mr. Hutchison continues, “As our company has continued to grow, so has the scale of our marketing efforts. Now, the great partnership we’ve formed with Authentic Brands Group and Shaquille O’Neal is yielding opportunities to efficiently market Alkaline88 on some of the country’s biggest stages. We’re glad to be a part of the extra excitement that is building in Los Angeles this year as the Rams will host the Super Bowl in their home stadium. Beyond our activities surrounding the Super Bowl in the second-largest city in the US, we’ll also have more national exposure for our brand than we’ve ever had before in the coming weeks. Additionally, we’re rolling these marketing partnerships into further opportunities later in the year, around major events like the Stanley Cup, US Open in Tennis, and the Boston Marathon. Our combined focus on marketing the brand and expanding national retail footprint mean that more people than ever before will see Alkaline88 and be able to find it at a retailer near them. This will be a great end to our fiscal 2022 and a great kickoff to our next fiscal year.”

About The Alkaline Water Company:

The Alkaline Water Company is the Clean Beverage^® company making a difference in the water you drink and the world we share.

Founded in 2012, The Alkaline Water Company (NASDAQ and CSE: WTER) is headquartered in Scottsdale, Arizona. Its flagship product, Alkaline88^®, is a leading premier alkaline water brand available in bulk and single-serve sizes along with eco-friendly aluminum packaging options. With its innovative, state-of-the-art proprietary electrolysis process, Alkaline88^® delivers perfect 8.8 pH balanced alkaline drinking water with trace minerals and electrolytes and boasts our trademarked label “Clean Beverage.” Quickly being recognized as a growing lifestyle brand, The Alkaline Water Company created the A88 Infused Beverage Division in 2018 to meet consumer demand for flavor-infused products under the A88 Infused™ brand. A88 Infused™ flavored water is available in six unique all-natural flavors, with new flavors coming soon. In 2021, The Alkaline Water Company was pleased to welcome Shaquille O’Neal to its board of advisors and to serve as the celebrity brand ambassador for the Alkaline88^® and A88 Infused™ brands.

To purchase The Alkaline Water Company’s products online, visit us at www.alkaline88.com.

To learn more about The Alkaline Water Company, please visit www.thealkalinewaterco.com or connect with us on Facebook, Twitter, Instagram, or LinkedIn.

Notice Regarding Forward-Looking Statements

This news release contains “forward-looking statements.” Statements in this news release that are not purely historical are forward-looking statements and include any statements regarding beliefs, plans, expectations, or intentions regarding the future. Such forward-looking statements include, among other things, that the Company expects to create tens of millions of meaningful impressions from these activities; that Super Bowl weekend is a perfect opportunity to further increase the Company’s brand awareness and consideration amongst millions of Americans; that the Company will have more national exposure for its brand than the Company has ever had before in the coming weeks; that the Company is rolling these marketing partnerships into further opportunities later in the year, around major events like the Stanley Cup, US Open in Tennis, and the Boston Marathon; that the Company’s combined focus on marketing the brand and expanding national retail footprint mean that more people than ever before will see Alkaline88 and be able to find it at a retailer near them; and that this will be a great end to the Company’s fiscal 2022 and a great kickoff to the Company’s next fiscal year.

The material assumptions supporting these forward-looking statements include, among others, that the demand for the Company’s products will continue to significantly grow; that the past production capacity of the Company’s co-packing facilities can be maintained or increased; that there will be increased production capacity through implementation of new production facilities, new co-packers and new technology; that there will be an increase in number of products available for sale to retailers and consumers; that there will be an expansion in geographical areas by national retailers carrying the Company’s products; that there will be an expansion into new national and regional grocery retailers; that there will be an expansion into new e-commerce, home delivery, convenience, and healthy food channels; that there will not be interruptions on production of the Company’s products; that there will not be a recall of products due to unintended contamination or other adverse events relating to the Company’s products; and that the Company will be able to obtain additional capital to meet the Company’s growing demand and satisfy the capital expenditure requirements needed to increase production and support sales activity. Actual results could differ from those projected in any forward-looking statements due to numerous factors. Such factors include, among others, governmental regulations being implemented regarding the production and sale of alkaline water or any other products; additional competitors selling alkaline water and enhanced water products in bulk containers reducing the Company’s sales; the fact that the Company does not own or operate any of its production facilities and that co-packers may not renew current agreements and/or not satisfy increased production quotas; the fact that the Company has a limited number of suppliers of its unique bulk bottles; the potential for supply-chain interruption due to factors beyond the Company’s control; the fact that there may be a recall of products due to unintended contamination; the inherent uncertainties associated with operating as an early stage company; changes in customer demand and the fact that consumers may not embrace enhanced water products as expected or at all; the extent to which the Company is successful in gaining new long-term relationships with new retailers and retaining existing relationships with retailers; the Company’s ability to raise the additional funding that it will need to continue to pursue its business, planned capital expansion and sales activity; and competition in the industry in which the Company operates and market conditions. These forward-looking statements are made as of the date of this news release, and the Company assumes no obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those projected in the forward-looking statements, except as required by applicable law, including the securities laws of the United States and Canada. Although the Company believes that any beliefs, plans, expectations, and intentions contained in this news release are reasonable, there can be no assurance that any such beliefs, plans, expectations, or intentions will prove to be accurate. Readers should consult all of the information set forth herein and should also refer to the risk factors disclosure outlined in the reports and other documents the Company files with the SEC, available at www.sec.gov, and on the SEDAR, available at www.sedar.com.

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