Over the past few decades, the bottled water industry has seen steady growth. Even in a down economy, sales for bottled water are booming with sales in the United States increasing 6.7 percent in 2012, to $11.8 billion, according to the International Bottled Water Association. It’s no surprise to see a trickle of new brands entering the marketplace in an effort to capture some of this liquid gold.
The latest product launch comes from our good friends at Nestle with the launch of resource Natural Spring Water, its domestically sourced premium still water brand with naturally occurring electrolytes for taste.
Larry Cooper, group marketing manager for resource, said the brand, which was introduced in Whole Foods in 2009, then Southern California in 2012 before its national rollout early this month, is intended for the most discriminating water drinker. “We look at bottled water as being at a more value, mainstream or premium level,” Mr. Cooper said. “And we have incredibly good coverage in those first two tiers, but we haven’t in all these years had a premium entry to compete with the Smartwater, Fijis and Evians of the world,” he continued, referring to the Glacéau, Fiji Water Company and Danone Waters of North America brands.
Keep in mind this is not new territory for Nestle. With over 30 years of experience providing healthy hydration in the bottled water segment, Nestle Waters North America is already a leader in the category producing six regional natural spring water brands in the United States, distributes three international brands, and produces Nestle Pure Life, its nationally distributed purified bottled water.
What is new for Nestle is the premium tier category where resource is making its splash. Speaking of splash, the official product launch was nothing short of premium. Actress Alyssa Milano introduced resource and co-hosted a consumer launch event in New York City. There, the brand also presented “Electrobatique-An Enchanting Discovery,” an original performance featuring water effects, aerial choreography and acrobatic dance and interactive projection design effects.
Shifting gears from water in the bottle to the big picture of water around the world, check out this great infographic produced by Seametrics, a manufacturer of water flow meter technology that measures and conserves water. The Water Rich vs The Water Poor looks at the disparity in water consumption between wealthy and underdeveloped nations.