Aura Bora proves that weird sparkling water is weirdly good business

Unusual flavors like Olive Oil Martini and Peppermint Watermelon have turned Aura Bora into one of the fastest-growing indie seltzer brands.

To put it kindly, it might seem impractical to enter the crowded sparkling water market today. To put it bluntly, it might seem absolutely batshit.