$12 a cup and selling out: Erewhon's 'Sacred Water' draws raves — and ridicule

Erewhon, the premium grocery chain known as America's most expensive supermarket, is generating buzz with its latest offering: a drink called "Sacred Water" priced at $12 a cup.

According to the New York Post on Thursday, the upscale organic grocery chain recently teamed up with skincare brand Jolie to launch the limited-edition beverage.

Erewhon has long courted attention through collaborations with high-profile influencers such as Hailey Bieber and Kendall Jenner, releasing organic smoothies priced around $20 that have consistently made headlines.

The new "Sacred Water" is billed as a "clear tonic" blending grape juice, coconut milk, coconut water, jasmine tea, basil, anise, cardamom and raw honey.

The drink is priced at $12 for a 12-ounce (about 355-milliliter) cup. The New York Post noted that the price works out to $1 per ounce — or $0.50 per sip.

Jolie said the drink drew inspiration from the ancient symbolism of water as a vessel for renewal, ritual and transformation, and that the ingredients were chosen to evoke a "historic and revered" feeling.

The release immediately sparked the kind of mixed reaction that has become a hallmark of Erewhon product launches — enthusiastic praise alongside sharp criticism.

Los Angeles-based chef Lydia Grace posted on Instagram with a simple "Wow!" and described the drink as "floral coconut water," praising the cardamom for elevating the flavor. Influencer Annie Sharp was equally taken: "Obsessed. $12 water, need to make this my new routine," she said.

Critics were less impressed. One commenter called it "a total scam," while another said the brand was run by "scammers encouraging rich people to waste money on nothing." A third user was more measured: "Not worth it, but then again, nothing in that store is."

Sacred Water will be available at all Erewhon locations in Los Angeles through late September. Customers with the chain's basic annual membership, priced at $100 a year, can receive a complimentary cup with each store visit.