Water, a luxury for the few – Italian Cuisine

According to a signed study Zenith Global the luxury water market is currently approaching 147 billion dollars and is growing at a rate of 9 percent a year. The culture of healthy drinking grows, even in water (or perhaps above all), the culture of plastic-free gallops and marketing strategies are refined, to "quench the thirst" of the super-rich segment willing to pay a bottle of very precious exclusive water even 100 thousand dollars, as in the case of the Beverly Hills 9OH20 Luxy Collection Diamond Edition. And that diamond says it all.

But this market is made not only by super millionaire excesses, but also by a large group of people (certainly wealthy and aware) convinced that health, well-being, skincare pass above all from this vital and essential liquid, for which the propensity to spend is soaring. Water is no longer taken for granted. Water can sometimes be a luxury.

Water like Wine, or how to give water, the most important asset for man, the same dignity as wine and champagne. This is the ongoing marketing and awareness campaign that hides behind the thriving and increasingly explosive market of the luxury water.

The pride of Italian in this market segment is the Prime Water fillets, one of the purest mineral waters in the world, which with its 125 years of age and purity shows that this culture was not born yesterday. On the occasion of his birthday the Venus of the waters, with its source in Guarcino (FR), in the suggestive setting of the Ernico Apennines, showed off a suggestive combination of very cool packs, a new label, a logo and redesigned lettering to make the brand even more recognizable and more cosmo-friendly. The history of the brand is not only about quality, but also about an effective and far-sighted marketing strategy that has repositioned water, or at least some water, totally. The first packaging restyling, in 2007, was taken care of by the agency Armando Testa, who revisited the classic bordolese wine bottle in extra white glass with the capsule, similar to that used for the classic bottles of wine. After Testa it was the turn of Independent Ideas, by Lapo Elkann and Alberto Fusignani, who worked to renew both the Acqua Filette logo and the packaging.

177658 At home in the best hotels, Filette Prime Water is the official water of Palazzo Chigi and is available in three different versions: "Naturally natural", "Delicately sparkling" and "Definitely sparkling", distinguished respectively by the color of the pearlescent label, white , medium gray and dark gray.

Another exemplary story of luxury water brand and marketing phenomenon (without detracting from environmentalism and health) is the history of French Évian, first to link their brand to the star system: in 2005 Jonathan Cheban, then PR for the company, had the brilliant idea of placing Évian bottles on the tables of the post-evening Oscar parties. The media return was immediate. No advertisements and traditional commercials, but a lot of small bottles that were part of the everyday life of celebrities, praising the miraculous properties that made the Évian bottles a conscious choice.

But that water has the dignity to become a health product and a refined drink can be sensed for some time. So much so that in this luxury water market many are throwing themselves into it, sometimes with unexpected successes. Cool and stylish labels, refined graphics, eco-friendly materials and bottles with bizarre shapes studded with Swarovski crystals: luxury bottles are certainly a marketing phenomenon, but behind it is also the well-being and even the taste of water. In short, not only form, but also substance.

177661 This is demonstrated by the most exclusive waters coming from the most remote and wild parts of the world. Come on backdrops of the Hawaiian islands to sources of the oldest Japanese rocks, from Scottish highlands all 'Tasmanian rainwater, trapped before it touches the ground, pristine, pure. And then those of the Canadian glaciers or from Finnish springs. Not all waters are the same and the palate must be trained to make the difference. Not by chance there are water sommeliers.

To name a few, let us remember Fillico, which arrives from Osaka in Japan and the luxury version costs about 195 euros for 750 cl, with a bottle shaped like chess pieces. Then, there is Kona Nigari, the desalinate water of the backdrops of the Hawaiian islands that seems that in addition to giving brightness to the skin, it makes you lose weight. Among the most expensive in the world theCrystal Water "Tribute to Modigliani", while Supernariwa it is native to Japan and one liter can cost 9000 euros. For the Tasmanian Rain 4.5 euros are enough for a 75 cl bottle. and the Royal Deeside, which was born in Scotland from the plateau of the Royal Valley of Deeside, near Aberdeen, known since 1700 for taste and beneficial properties, is officially the water of the English royal family (Prince Charles also uses it to dilute whiskey). Finally there is the Canadian Thousand B.C, the glacial water par excellence, the Veen, which costs 20 euros for 75 cl and flows from a source of the Arctic Circle, the Bling H2O, the water of Hollywood VIPs, bottled at the spring in Dandridge (in Tennessee) and packaged in customizable bottles studded with hand-applied Swarovski crystals.

And how not to mention, returning to the Bel Paese, also theOxygiter, water extracted from the Sesto Dolomites that from the Pale Mountains carries a high concentration of oxygen.

177664 Other brands are the Voss, the BLK and the Smart Water, all luxurious waters that boast additional additional features ranging from electrolytes to neutral Ph, while the Vitaminwater, owned by Coca-Cola, adds to these benefits also the assorted colors and aromas. Speaking of water and health, we talk about the most disparate benefits, so much so that some people are even a little skeptical. Luxury water, in addition to boasting a precious container that is worth a shot on Instagram, combats sleepiness, enhances physical and work performance, promotes digestion, fights the hangover, improves sexual performance, reduces stress and is an ally of longevity. Anything else?

Emanuela Di Pasqua
10 August 2019

The secret for Antonella Clerici's perfect veal with tuna sauce! – Italian Cuisine

The veal with tuna sauce, an ideal dish for the summer, has a simple preparation but could lead to errors. Antonella Clerici told us her secret to make it perfect

The vitello tonnato it is a perfect dish for the summer, easy to make and delicious for young and old. There are those who bring it to the table as an appetizer, those who prefer it as a second course, the important thing is to taste it fresh and tasty. An apparently simple preparation based on a soft piece of well-chosen meat and a creamy sauce at the right point. Just when the passages are relatively few, the possibility of small errors hiding the satisfaction of those who applied themselves in the kitchen with disappointment of those at the table are hidden. Or there are those, like Antonella Clerici, who made the vitel tonné (as she calls it) his main dish … so much to make his Vittorio fall in love!

A few months ago, we met Antonella Clerici in Milan when he received the Award Orio Vergani 2019 "for enhancing and promoting traditional Italian cuisine"FromItalian Academy of Cuisine. On that special occasion, the historic presenter of The cook's test she let herself go to memories and small confidences, including the secret of her vitello tonnato.

If for you too the problem of veal with tuna sauce is the sickening sensation brought by sauce, then Antonellina's suggestion is precious to you. As usually happens, the trick comes from the mother: put the carrot in the sauce leaving it slightly lumpy. The instructions are very easy: boil the magatello with carrot, celery and aromas, then blend them together with mayonnaise, then add capers and anchovy paste or fresh anchovies. The winning blonde has no problem even confessing the use of mayonnaise already prepared as a practical solution, just like a real cook of the XXI century. The secret of Antonella Clerici for the perfect veal with tuna sauce lies precisely in the carrot, which gives it that slightly sweet taste by removing the acidity of mayonnaise. "Then I like it with a lot of sauce … I like vitel tonné salsoso!" The journalist comments. Next to "petaloso", will the Accademia della Crusca consider this new term in the Italian dictionary?

Guacamole without avocado? We make the mockamole – Italian Cuisine

Avocado prices are skyrocketing: demand is growing and production is limited. Thus, instead of guacamole, someone offers an alternative sauce

Avocado prices are soaring: compared to a year ago, they grew by 129%: demand continues to grow, but production is limited. All over the world, and also in Italy. This is why some restaurants have found a creative way to replace guacamole: in its place, they propose a sauce they call "mockamole". Basically, it's a sauce made with other vegetables rather than with avocado. It has a color and appearance very similar to guacamole, it is creamy and perfect for tortilla chips, but the taste is completely different from the classic Mexican recipe.

Guacamole without avocado … with green vegetables

Chacho, a Tex-Mex chain, had to alert its customers in July: "Avocados are temporarily unavailable. As a result, we cannot produce or sell guacamole ". In its place it has produced “a mockamole made from different green vegetables that we consider delicious. We could have bought some frozen avocado pulp, but it tastes so artificial that we refuse to use it. " The mockamole of Chaco is prepared with broccoli, peas and other green vegetables, as well as different spices.

With the calabacitas

Second Insider other restaurants have found a very valid alternative: they have replaced the avocados with the calabacitas (Mexican pumpkins). "Currently they are not only cheaper than avocados, but when they are transformed into a cream along with Mexican tomato, coriander, garlic and jalapeno, they take on a bright green hue that resembles real guacamole". The restaurant chain THERE. Taco he also conducted a comparative test and reported that among the salsa prepared with Mexican pumpkin, coriander, garlic, jalapeño pepper and tomatillos (with the addition of the oil used to fry the peppers) and the real guacamole it would be difficult to notice the difference.

The first recipe, with peas

But one of the first mockamole recipes was the one proposed by the site Creative Loafing and taken from the recipe book Meatless Monday, several years ago: the main ingredient is frozen peas (this solution, among other things, reduces calories by almost three quarters and fat by 34 grams). For a bowl of mockamole serve a cup of thawed frozen peas, a teaspoon of ground cumin, three tablespoons of chopped onion, a large chopped garlic clove, a tablespoon of lemon or lime juice, a tablespoon of extra virgin olive oil , half a teaspoon of ground chili pepper (or a fresh, chopped jalapeno pepper), salt and ground black pepper and, if desired, also fresh chopped coriander.

You have to blend peas, cumin, onion and garlic in a food processor, until you get a smooth cream, then add the lemon juice and the olive oil and continue to blend. Taste and add chilli, salt and pepper, then blend for a few minutes before serving. Of course with tortilla chips.