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The digital era provides easy access for users of smart phones in conducting transactions, this will provide challenges for pioneering business actors in conventional ways. This study aims to study the current system that can improve the competitiveness and growth of the Indonesian Bottled Drinking Water industry in the industrial era 4.0, namely by making product design changes aimed at increasing brand value. The method used is a quantitative method by deciphering product variables, increasing brand value, and several industry criteria 4.0. The expected results are industry 4.0 criteria that are able to answer the challenges of current transactions with a significant contribution to improving design to increase sales of bottled water products