Waterloo Sparkling Water Goes All In on College Football Rivalries with Nationwide Can Cruiser Tour

The five-stop tour brings full-flavor sampling, tailgate experiences and game-day energy to some of the biggest college football games this season

AUSTIN, Texas, Sept. 1, 2026 /PRNewswire/ -- Waterloo Sparkling Water, known for its authentic flavors and lively carbonation, today announced the launch of the Waterloo Can Cruiser College Football Rivalry Tour. The Can Cruiser will roll into five of the most anticipated college football match-up weekends, bringing Waterloo's full-flavor sparkling waters and game-day energy directly to fans.

The Waterloo Can Cruiser, a car-sized Waterloo can brought to life on wheels, will bring interactive experiences, head-to-head match-ups between Waterloo flavors, exclusive rivalry swag, photo-worthy opportunities, and plenty of complimentary Waterloo Sparkling Water to each stop, delivering tailgate-style energy and game-day spirit. The Cruiser will hit the road with a fresh new look, wrapped in Waterloo's Blackberry Lemonade and Guava Berry and showcasing the brand's recently refreshed packaging, now rolling out across all pack sizes in stores and online.

The five-stop Waterloo Can Cruiser College Football Rivalry Tour will pull up to the following game-day tailgates, with four stops featuring teams ranked in the top 20. For details ahead of each game, follow Waterloo @WaterlooSparkling on Instagram and @DrinkWaterloo on TikTok.

• Stop 1 – Austin, TX | Sept. 12 | Etter-Harbin Alumni Center (2110 San Jacinto Blvd.) | 3:30pm CST
  
  The tour kicks off at the Texas Exes member tailgate ahead of a top-five clash between two of college football's biggest programs. The teams have plenty of recent history heading into this highly anticipated rematch.

• Stop 2 – Ann Arbor, MI | Oct. 17 | 1054 South Main St. (near Stadium Gate 8) | Time to be confirmed
  
  Next up: a top-20 matchup during Homecoming weekend in Ann Arbor, where more than 100,000 fans are expected to pack one of college football's most iconic venues.

• Stop 3 – South Bend, IN | Nov. 7 | Eddy Street Commons (1234 N Eddy St.) | Noon EST
  
  The Cruiser heads to South Bend for a storied rivalry with some unfinished business. After last season's down-to-the-wire finish, redemption will be on the line when the two meet again.

• Stop 4 – Eugene, OR | Nov. 28 | 2525 Martin Luther King Blvd. (near Stadium Entry 1) | Time to be confirmed
  
  The Cruiser heads to Eugene as two longtime rivals face off in a series dating back to 1900. Generations of history, and plenty of bragging rights, set the stage for the tour's fourth stop.

• Stop 5 – East Rutherford, NJ | Dec. 12 | Location and time to be confirmed
  
  The tour wraps in East Rutherford at a ticketed tailgate ahead of the 127th meeting of one of college football's most storied rivalries. More than a century of history and pride set the stage for a fitting finale to the Can Cruiser tour of 2026.

"Big college football weekends are all about high energy, passionate fans and unforgettable traditions, and we're excited to bring Waterloo right into the heart of it all with this Can Cruiser tour," said Kathy Maurella, Chief Marketing Officer at Waterloo Sparkling Water. "Just as college football fans are obsessed with their teams, Waterloo drinkers are fanatical about their favorite flavors. This tour across the country gives us an authentic way to bring those passions together and celebrate all season long. We can't wait to hit the road and connect with fans!"

Anyone who can't attend in person can still join the rivalry fun through Waterloo's Flavor Showdown, a nationwide social competition. Waterloo will be mixing up team-inspired mocktails and pitting them, and the featured Waterloo flavors, head-to-head on social ahead of each tour stop. Fans can vote to crown the winning Waterloo flavor and mocktail in each Flavor Showdown, with chances to score a year's supply of Waterloo.

The Waterloo Can Cruiser College Football Rivalry Tour builds on another milestone year for Waterloo, with the brand delivering 3x category growth and +17% household penetration growth in the first half of 2026. The tour follows the launch of year-round flavors Lemon Italian Ice, Banana Berry Bliss and Melon Medley in Q1 and summertime LTOs Root Beer Float, Coconut Lime Cooler and Apple Pie A La Mode in Q2. The brand is also rolling out its new packaging across all pack sizes, designed to strengthen brand recognition, enhance flavor distinction, and make Waterloo even easier to find wherever consumers shop.

Waterloo Sparkling Waters can be enjoyed anytime, straight from a chilled can or in a mocktail. All Waterloo varieties are free of calories, sugar and sweeteners and are made with Non-GMO Project Verified natural flavors and purified carbonated water, bringing forward uniquely authentic taste and aroma for an overall refreshing experience that's perfect for game-day celebrations and tailgates alike.

For more information or to find Waterloo online or near you, please visit drinkwaterloo.com.

ABOUT WATERLOO SPARKLING WATER       

Founded in 2017 and independently owned, Waterloo Sparkling Water delivers fruit-inspired flavors and aromas with lively carbonation for a uniquely authentic and full-flavor anytime drink. Waterloo has been challenging expectations from the start, embodying the entrepreneurial spirit and independent thinking that Austin is known for, with sparkling waters that are a refreshing change from the usual. Custom-crafted with Non-GMO Project Verified natural flavors, Waterloo is free of calories, sugar, sweeteners and sodium. For the benefit of fans and the environment, Waterloo is produced in aluminum cans with BPA-NI liners. Waterloo Sparkling Water is sold at retailers nationwide. For the latest news, join the 'Loo community at drinkwaterloo.com, @waterloosparkling on Instagram and Facebook and @drinkwaterloo on TikTok.

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SOURCE Waterloo Sparkling Water