Founded by Brock James, JUG was born from a lifetime spent in the beverage industry. Brock started out hauling beer cases to university parties, waving people into bars through long lines, and hustling his way up at Canada’s oldest beer company. Later, he joined four founders at a Toronto upstart as their very first sales hire.

Then came a trip to Nashville that changed everything. At a bar, Brock saw something strange: people were absolutely crushing canned water. He grabbed one after a quick shot and realized it made too much sense. It was refreshing, kind of badass- and for some reason, not a thing in Canada.

That’s when it clicked: if it doesn’t exist here, make it happen.

So Brock built JUG- cold, crisp, Canadian-made reverse osmosis water, packaged in aluminum cans. Always Canadian. Just how it should be. 

You can crack a JUG at a bonfire, a dive bar, a basement gaming session, or a boat ride and still feel like you’re in on the action- no alcohol required. Because sometimes the best nights don’t need a blurry ending.

At JUG, we believe Canadian water deserves its moment. It’s clean. It’s proud. It’s fun as hell.

So grab a can, jump in, and hang on- this ride’s just getting started.