AUSTIN, Texas — We Are Austin is spotlighting a new approach to wellness with SÜTHE Water, a drink designed around intentional living, calm, and clarity!
Sierra Waggoner spoke with co-founder and CEO Travis Backhaus, who shared the unexpected origin story behind the brand’s name and mission.
Sierra Waggoner spoke with co-founder and CEO Travis Backhaus, who shared the unexpected origin story behind the brand’s name and mission.
Backhaus explained that the idea began through a deeply personal connection between co-founders and quickly evolved into something much bigger.
Backhaus said, “It’s really a great story. My co-founder Marleybree Snitzer became pregnant with her second child with one of my best friends, Matt, her husband. It was an instant success right away with them. The idea to put this as a name came from that calm and relaxing world. So the name SÜTHE came about. We thought, how about we spell it differently? We checked with the trademark and it was already taken. Thirty seconds later, we checked again with the umlaut over the ‘U’ and had the trademark within five minutes of the concept coming to her.”
Backhaus said, “We’re going to be doing a poll in the next few weeks to decide what the next three flavors should be. We feel we need four flavors to go national, so people can vote.”
Backhaus said the brand was shaped directly by consumer feedback and market research.
Backhaus said, “This was developed 100% through market research—asking the public what they would want in a new purposeful beverage. We chose the word ‘purposeful’ because it’s different from functional. Market research told us what to make, and we went and made it.”
Backhaus said, “It’s really a great story. My co-founder Marleybree Snitzer became pregnant with her second child with one of my best friends, Matt, her husband. It was an instant success right away with them. The idea to put this as a name came from that calm and relaxing world. So the name SÜTHE came about. We thought, how about we spell it differently? We checked with the trademark and it was already taken. Thirty seconds later, we checked again with the umlaut over the ‘U’ and had the trademark within five minutes of the concept coming to her.”
He also described how SÜTHE is defining a new category in the wellness space.
Backhaus said, “We are the first in this new category we’ve created called purposeful. It’s the first that is still not sparkling, the first unsweetened, coming in a 16-ounce can. The formulation is crystal clear, like water should be.”
Backhaus explained that the idea began through a deeply personal connection between co-founders and quickly evolved into something much bigger.
Backhaus drew a clear distinction between functional and purposeful beverages.
Backhaus said, “A functional drink is going to do something to you like an energy drink. A purposeful drink is a choice you make for an intentional reason—to calm and relax while staying hydrated.”
Backhaus said, “This was developed 100% through market research—asking the public what they would want in a new purposeful beverage. We chose the word ‘purposeful’ because it’s different from functional. Market research told us what to make, and we went and made it.”
He also highlighted early customer response, including powerful testimonials.
Backhaus said, “One of the most amazing testimonials we’ve had is when a customer said, ‘What’s the calm, relaxing blend? It’s not THC, it’s not CBD.’ I said you’re exactly right—it’s L-theanine and magnesium. He said, ‘This is what I’ve been looking for,’ and he said it on camera. We have that coming in an ad very soon.”
Backhaus said, “One of the most amazing testimonials we’ve had is when a customer said, ‘What’s the calm, relaxing blend? It’s not THC, it’s not CBD.’ I said you’re exactly right—it’s L-theanine and magnesium. He said, ‘This is what I’ve been looking for,’ and he said it on camera. We have that coming in an ad very soon.”
SÜTHE is also part of local wellness experiences, including the upcoming “Coffee and Chill” event.
Backhaus said, “It’s a great wellness event with around 500 to 700 attendees. People are coming out with a wellness, intentional, purposeful choice in life. It’s being held at the Pickle or Paddle facility Paddle39!”
Looking ahead, Backhaus shared that the brand is preparing to expand its product line.
Backhaus said, “We’re going to be doing a poll in the next few weeks to decide what the next three flavors should be. We feel we need four flavors to go national, so people can vote!”
Backhaus said, “A functional drink is going to do something to you like an energy drink. A purposeful drink is a choice you make for an intentional reason—to calm and relax while staying hydrated.”
SÜTHE is currently available at and will soon expand to Amazon and select retail locations across Austin in the coming weeks!
Head to suthewater.com and find your purposeful hydration today!
Head to suthewater.com and find your purposeful hydration today!