Tag: Water

Trends: 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 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.

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 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.

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 Monti Pallidi which has a concentration of oxygen 3,000 times higher than that of the common waters.

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
August 2019

Incoming search terms:

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.

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.

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.

Emanuela Di Pasqua
10 August 2019

The first ice cream made with sea water is born – Italian Cuisine

It is the gourmet project of the historic ice-cream maker Roberto Leoni. It is served on the cone and can be a dessert at the end of a meal, but it is also indicated to accompany fish dishes

It is the first ice cream prepared with sea water, filtered and controlled: To love is the latest creation of Roberto Leoni, historic ice cream maker, owner of the Leoni ice cream parlors of Cesena, and is the result of a scientific work in collaboration with Legambiente, Structure Daphne of Arpae Emilia Romagna and Marine Research Center of Cesenatico.

Roberto Leoni's creations: taste and ecology

Leoni, who in recent years has developed many new flavors of ice cream using the typical flavors of the Cesena hills, has decided to include the sea in a recipe. The his sea, the Adriatic Romagna, which is among the most controlled in the world: water has been taken off the coast of Cesenatico, thanks to the collaboration of the Pescatori cooperative in Cesenatico, and underwent all the necessary checks (which were carried out by the Marine Research Center of Cesenatico) to guarantee a healthy and quality product. The gourmet project, in fact, was not only born to satisfy the palate, but also to raise awareness and keep alive attention to pollution of beaches and seabed.

«The original flavor was reinforced by the infusion of the grasses lapped by the waters of the Romagna rivers before flowing into the sea: wild chicory, dandelion, nettle and mallow flowers that give it its natural color, "explains Leoni. «The feeling given by the crumble prepared with Ottofile corn flour, cultivated until the post-war period in Romagna, then abandoned due to the scarce profitability, but recovered by the State Agricultural Institute of Cesena, it recalls the sand of the beach in its color and texture .

A salty ice cream

The ice cream To love is characterized by a natural salinity. "I must say that we have been making salty ice-creams for a long time", adds the ice-cream maker, "but this has a particular connotation so much so that, given in tasting during the experimentation, everyone asked us what kind of salting was".

The ice cream prepared with sea water is served on the classic cone, combined with marked flavors like dark chocolate or pistachio. It can be a dessert at the end of a meal, but it is also indicated to accompany fish dishes.