Midlands based soft drinks specialist wholesaler Westo Direct has announced a new wholesale distribution partnership with Life Natural Spring Water, bringing a premium, sustainability-led water range to independent retailers, cash & carry operators and hospitality customers across the UK.
Life water will now be the sole water brand offered by the wholesaler.
The partnership introduces Life’s full portfolio to the wholesale channel, including premium glass bottles, 100% recycled PET and infinitely recyclable aluminium cans, offering retailers a strong mix of formats designed for impulse, convenience and hospitality environments.
At a time when consumers are increasingly conscious of environmental impact, the water category continues to evolve beyond price alone.
Retailers are seeking products that combine strong margins with meaningful brand values and Life delivers on both. With packaging built around recycled and recyclable materials, and a commitment to supporting global clean water sustainability projects, Life positions itself as a brand that creates impact beyond the shelf.
For wholesalers and independent retailers, the opportunity lies in premiumisation without sacrificing profitability.
The range has been structured to protect margin while meeting growing consumer demand for responsible, high-quality products.This partnership strengthens Westo Direct’s strategy of working with brands that deliver both commercial return and long-term relevance across every channel.
Joe Thomas, UK Sales Director, Westo Direct Wholesale, said, "This partnership is about more than listing another water brand.Life is built around purpose, supporting global water sustainability projects and delivering responsibly packaged products to market. For us, that matters.
"Wholesale has scale. Independent retail has reach. When you combine that with a brand that stands for something meaningful, you create real impact. Every case sold doesn’t just drive revenue; it contributes to funding initiatives that support clean water globally.
"At Westo Direct, we believe wholesale should do more than move product. It should create value across the supply chain — commercially and socially. Westo brings Life to wholesale and through this partnership, wholesale helps bring life to communities around the world.”
Sam Atkinson, Sales Director, Life Water, added, "Our partnership with Westo Direct marks an important step in expanding Life’s presence across the UK wholesale market. Westo understands that today’s operators need more than just competitive pricing; they need brands that deliver quality, sustainability and strong margins in equal measure.
"Life was built on the belief that water should create positive impact at every level; from responsibly sourced natural spring water and consciously designed packaging, to supporting clean water initiatives globally. By working with Westo Direct, we’re able to bring that mission to independent customers, cash & carry operators and hospitality partners at scale.
"Together, we’re not just supplying water, we’re helping wholesale customers tap into the growing demand for premium, sustainable products that resonate with modern consumers while protecting profitability.”