Curly’s Water began as an idea to give people healthier drink options and turned into a mission to help people live their best lives.


Two tired and dehydrated serial
entrepreneurs walk into a coffee bar...

Curly’s Water is the brainchild of two health-conscious entrepreneurs. One just happens to be Curly. His real name is Matt Allison, but thanks to his head of curls, his college volleyball nickname stuck. Before getting into the water business, Curly was the founder of a successful public relations technology company. After seeing a lot of unhealthy behavior in the tech world, Curly left on a mission to inspire and provide the fuel needed to help others have fun and chase down their own wild and crazy dreams. When he’s not making caffeine water, you can usually find Curly surfing or chasing down a good time with his wife and their golden retriever pup named Malibu.

Then there’s Nate. Nate Pruitt is a jack of all trades. After decades in the tech industry, he founded Growth Digital, an Austin-based digital marketing agency that works with high growth companies. In his spare time, he owns and operates Bell Springs Winery and Brewery in the Texas Hill Country with his wife, two sons and two dogs. They split their time between the winery and Montana, enjoying everything outdoors. Nate is about overall wellness, like staying fit with yoga and golf, eating well and living his best life.

So what do you get when you put a joy seeker who’s into health with a marketer who knows a lot about beverages? You guessed it: Curly’s Water.

The Birth of Clean Energy

One day, Curly was working at his tech company when he felt especially tired and dehydrated. His office offered unlimited energy drinks, sodas, espresso machines, and giant coffee machines that make just about any coffee beverage imaginable. There were also 12 (yes, 12) different types of water.

Curly realized he hadn’t had any water all day, but still wanted just a little more caffeine to get through the day. He thought, “Wouldn’t it be great if there was water with a little bit of caffeine?” His coworkers agreed.

Around the same time, he met up with Nate at a coffee shop and they joked about how they were both tired and dehydrated, but still drank coffee that only made the problem worse. They tossed around the idea of water with caffeine, agreeing that the caffeine waters they’d tried in the past tasted terrible (because caffeine is quite bitter) or had questionable ingredients.

Matt and Nate were determined to come up with an easy, convenient, and most importantly, a healthy way to help people stay hydrated and get just a little caffeine without all the B.S. That’s when Curly’s Water was born.

Curly’s Water combines the best artisan water with a small amount of natural caffeine from organic coffee beans and a blend of electrolytes and is packaged in sturdy, eco-smart bottles. Matt and Nate made the conscious decision to avoid artificial ingredients, sweeteners or anything else that compromised the quality of the beverage or the health of those who drink it.

Curly’s Water has been such a hit, it was a product of the year finalist by H-E-B Grocery, the nation’s #1 rated grocery store chain. Today, consumers who want to stay hydrated with a just a touch of clean energy can purchase Curly’s Water in more than 250 HEB locations, at Whole Foods, or at United Supermarkets.

With the success of Curly's Caffeine Water with Electrolytes, in 2022 Matt & Nate set out to provide a product for customer's that they could more easily travel with and add to any beverage they already love. With that goal in mind they created Curly's Clean Energy Sticks. Welcome to the new era of Clean Energy!

Live your best life, drink Curly's.


You can find Curly’s Caffeine Water with Electrolytes at your neighborhood HEB, Whole Foods, or United Supermarket! We would love to see you and serve you! No store near you? No problem! We ship Clean Energy Liquid Sticks anywhere in the USA!