Alkaline Water Co., Inc. (OTCBB:WTER) Wipes Out Gains on Friday

The game is becoming tighter for the Alkaline Water Co., Inc. (OTCBB:WTER), as the shares move by small daily increments, mostly hovering around the 50-cent levels. Again, WTER is mostly supported by repostings on investors’ forums, mentioning the company’s strengths. On Friday, WTER retreated by more than 8% to stand at exactly 50 cents, as selling volumes were above $1.5 million.

WTER added a second product to its Amazon.com shop, a table water in 3-liter bottles, priced $25.95 per 4-pack, so far without reviews. The rest of the reviews are glowing, though recalling the style of the company’s very own PR messages. At the same time, WTER has not added a new press release or any updates, though in a few months, WTER should be starting production.

Additionally, WTER does not really have a Twitter or a Facebook landing page. Still, one could find links on WTER that can be shared on Facebook, and a link that leads to a search for WTER on Twitter. While those links could spark some interest and search results, they are little more than spam, showing that despite the newly acquired PR, Brande Roderick, WTER is not really trying to put itself on social networks. This could be a plus, or a drawback, but still, this ticker has always benefitted from some form of hype.

Don’t forget the heyday for WTER was during the most active spreading of the paper mailer, accompanied by emails in a campaign with a $3 million dollar budget. But it seems the budget ran out, so now WTER is up to its own strengths. A new press release could be a booster, but so far, WTER is silent. We have to wait and see if the Amazon sales take of, since now it’s only a token presence, among other vendors of alkaline water or even home-based water filters that claim to produce similar results.

At 50 cents, WTER is still accessible enough and a good run is a possibility. But low levels are not a guarantee. If we look again at the Montalvo Spirits, Inc. (OTCBB:TQLA) movement, we see that the ticker could not impress even at lows of 30 cents, making two failed attempts to rebounce and remaining in the same range.

As for solid business models, those did little for the 22nd Century Group, Inc. (OTCBB:XXII), a producer of specialty tobacco and tobacco products. The ticker jumped on positive announcements from the company, but since then has drifted on this or that side of the $1 levels, without gaining enough energy for a genuine run.

If you still believe in WTER, it is best not to get caught in the hype and choose your time horizon well. The ticker has seen pressure from short sellers, as well as regular profit-taking, and sine it is still unwinding from a large promotion, there may be further deflation as hopeful investors tire out and leave. WTER still has to prove its sales, so keep away from investing sums that you cannot afford to lose.