Saratoga, the bottled water brand known for its blue glass bottles and ubiquity at art world events, has launched a new collection of flavored sparkling waters with art-themed names. The three flavors are Abstraction of Lime, Anatomy of a Peach, and Untitled Berry No. 3, each packaged in cans with colorful geometric abstract designs. The brand's marketing leans into art world language, describing the flavors as a "curated blend" and using ornate picture frames in promotional imagery.
This matters because Saratoga has become a staple at art fairs, museum openings, and galas, making its branding choices a reflection of how the art world's aesthetic and language are being commercialized. The playful nod to art terminology—like "Untitled" and "Abstraction"—shows how deeply art world culture has permeated consumer products, blurring the line between fine art and lifestyle branding. It also highlights the growing trend of brands targeting art audiences with niche, culturally aware marketing.