Breaking the Illusion: Alessandro Tronco’s Water Company Offers an Alternative to the Drinking Culture

According to a recent survey, over 86% of people aged 18 or older reported consuming alcohol at some point. Alcohol has become ubiquitous in our culture, and it’s hard to imagine a social gathering or celebration without it. But what if there was an alternative? What if we could enjoy the company of friends and family without the need for alcohol? That’s the question that Alessandro Tronco asked himself.

The Illusion of Alcohol

“We’ve been programmed that alcohol is not a poison, and we’re getting ourselves alcohol is a poison,” says Tronco. “And we’ve created this Mirage, everything needs to be about alcohol, you can’t go to a wedding, but you can go to a party without alcohol being a part of it because we think you need alcohol to have fun.” Tronco is onto something here – many of us have fallen prey to the illusion that alcohol is necessary for a good time. But as he points out, this is far from the truth.

The Spirit Water Company

To combat this illusion, Tronco, his wife, and three children founded the Spirit Water Company, which offers a pure and beautiful alternative to alcohol. “We are meant to drink water, not to poison our body,” says Tronco. “And so I created this beautiful pure water because the can of water looks like an incredible piece of art. Because when you’re drinking it, you are reminded that your body is pure. And we should be pure, putting pure things in our body.”

Not only is Spirit Water Company’s water pure, but it’s also environmentally friendly. Most water is sold in plastic bottles, which are not recyclable. Spirit Water Company only uses aluminum cans, which are 100% recyclable. “When we live in a world where the planet is getting destroyed by pollution, and all these things that we’ve created, this water company also helps the environment because aluminum is 100% recycled,” says Tronco.

The Wake-Up Call

Tronco’s wake-up call came from someone who a drunk driver killed. “That drunk driver took two lives; he took back hundreds of lives,” says Tronco. “But I’m imagining that his life or her life has also changed forever knowing that while my actions killed another human and it destroyed so many more than one life than just one accidents that started with the decision that I’m going to have a drink and then has two drinks, and then three drinks, and then at five and seven and 10. And…”

Breaking the Illusion

Tronco’s water company is more than just a company that sells water – it’s a movement. It’s a call to break the illusion that alcohol is necessary for a good time. “Most people live this life, and we’re just chasing, we’re chasing, we’re chasing material things, we’re chasing things that could be important,” says Tronco. “But along that chase, we lose our soul in the meantime. And so what happens is we get there, wherever there is, and we find out where it’s unhappy as ever. And whereas unhappy as ever, because we’ve lost our soul, along the way, when we forget what’s important, we forget what really matters.”

Tronco’s water company reminds us that life is art and beauty surrounds us daily. It’s a reminder that our bodies are pure and should be treated as such. It’s a reminder that we don’t need alcohol to have a good time. 

In conclusion, Alessandro Tronco’s Spirit Water Company offers an alternative to the drinking culture that has become so ubiquitous in our society. Tronco has identified the illusion that alcohol is necessary for a good time and has created a company that provides pure and beautiful water in 100% recyclable aluminum cans. The company is more than just a business venture; it is a movement that reminds us of the importance of treating our bodies with respect and cherishing the beauty that surrounds us every day. Tronco’s wake-up call, prompted by the tragedy of a friend’s death, serves as a reminder that alcohol can have devastating consequences and that breaking the illusion that it is necessary for a good time is crucial. The Spirit Water Company is a call to prioritize what matters in life and live a life of purity and beauty.