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 increases, 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. There is also a large group of people (certainly well-off and aware) convinced that health, well-being and skincare pass above all from this vital and essential liquid, for which the propensity to spend is dizzyingly increasing. 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 this market segment is Italian Prime Water fillets, one of the mineral waters purer than 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 Ernico Apennines, showed off a suggestive combination of very cool packs, new labels, logos and rethought lettering to make the brand even more recognizable. 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 and thought of a matte label. 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, with a project characterized by a sober and elegant linearity.
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 colors of the pearly 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 bottles that were part of the everyday life of celebrities, extolling 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.
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 Monti Pallidi which has a concentration of oxygen 3,000 times higher than that of the common waters.
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