In the last few years, many bottled water companies have introduced sports caps for their disposable plastic bottles. Rather than follow the trend, local premium water brand Fiji Water has opted to create its own bottle topper.

The West L.A. company, a unit of Roll Global, recently introduced a reusable Fiji straw and cap set that fit its 16-ounce rectangular bottles. The company developed the dishwasher-safe plastic straw after noticing that celebrities, including singers Rihanna and Gwen Stefani, were using straws to drink Fiji water

on stage.

“When you use a straw, you’re really savoring what it is you’re drinking,” said David Bowman, vice president of marketing for Fiji. “It’s more fun, more enjoyable.”

Fiji introduced the straws by mailing them out to celebrities they knew preferred to use a straw for their beverages, including Oprah Winfrey, who has been seen drinking water from a wine glass through a straw.

The straw-cap sets are sold online for $9.95 for a pack of six, though Bowman said he expected the price to go down significantly later this year, when the water company plans to sell the straws through as-yet unconfirmed retail partners.

But will the seemingly frivolous accessory sell?

Bowman said that’s not the point.

“It’s not our intent to sell these for profits; it’s not something we undertook to figure out how to make more money,” he said. “It’s really about brand engagement. We figured this is just a fun way to enjoy Fiji water and create some buzz.”

– Bethany Firnhaber