Chris Brook-Carter | 19 January 2004
Within the soft drinks trade, the current mania is for functionality. And in an over-crowded market, it was only a matter of time before the functional claims moved from the obvious to the bizarre.
On Friday, we ran a story about a water brand, launched by Nestle, which claims to aid slimming. Water and slimming are, I suppose, a fairly natural fit, although whether consumers actually buy into the concept remains to be seen. That said, if there are visible results for those that do, Dr Atkins & co may have a fight on their hands.
It may be altogether easier to judge the physical results, though, of a second functional water brand to get press coverage last week. A mountainous Bosnian town is the site for the reopening of a bottling factory for a natural spring with alleged aphrodisiac qualities, with the catchy name "Muska Voda" (Men's Water). "We are sure that the Men's Water will chase Viagra out, at least from this region," said the optimistic Ahmo Gogic, co-owner of the newly-established Bosnian-German company which plans to restart bottling what was once the most profitable resource in town.
And then this morning we received an email from a company claiming it has developed a biological process for producing a consumable form of water which releases oxygen in the presence of enzymes; meaning you can drink it and it releases oxygen into your body, or apply it to the skin and it speeds up the healing process.
Can these sorts of products really develop profitable niches? It seems a little far- fetched at present even if the claims are true. However, the idea of bottled water taking off the way it has done was far-fetched a decade ago. And, I suppose, all it would take is the odd celebrity endorsement – Jennifer Aniston preaching the virtues of slimming water, or tales of Hugh Hefner passing out Man Water at his playboy parties – for these brands to turn from quack products to potential goldmines overnight.
To support the release of its latest report, entitled ‘The Economic Impact of Scotch Whisky Production in the UK’, trade body The Scotch Whisky Association has released this video, highlighting the si...
The Coca-Cola Co is in the middle of a major restructuring plan, affecting jobs around the world. The company is also downsizing its packaging....
One, perhaps minor, consequence of the conflict in Ukraine appears to be a fall in sales of Russian vodka in the country....
Diageo has jumped onboard Google's latest interactive maps and is opening up the virtual doors to four of its distilleries. ...
- Comment - Diageo Steps Up Defence of Haig Club
- Focus - Diageo's H1 Results by Region, Brand
- Comment - Spirits - Where Next for Scotch Whisky?
- just the Preview - Diageo Q2 & H1
- just the Facts - Top 20 US Beers by Value, Volume
- Belvedere vodka tie-up over new James Bond film
- Diageo speaks out over supplier contract changes
- Brown-Forman appoints Jack Daniel's president
- Diageo inks UK distribution deals
- ASA rejects Haig Club ad complaints
- Global RTD/RTS insights - market forecasts, product innovation and consumer trends research
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- Edrington Group in Spirits (World)
- Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages
- Global vodka insights - market forecasts, product innovation and consumer trends research