Blog: Bottled water sector scores own-goal?
Chris Mercer | 24 June 2011
What is it that they say the road to Hell is paved with? In my opinion, The International Bottled Water Association (IBWA) could be about to test this theory.
The IBWA has produced a Youtube video that, in its own words, "dispels a myth repeated by some anti-bottled water activists that bottled water which comes from municipal water sources is just tap water in a bottle".
I don't wish to be overly harsh, but I think the industry will find that this perception stretches a little further than a handful of "anti-bottled water activists". Anyone remember The Coca-Cola Co's withdrawal of Dasani in the UK a few years back? The brand has never recovered, even though it sells in other countries.
In any case, I digress. It is understandable that the IBWA wants to show consumers that there is not merely an army of workers dutifully filling bottles from the public water tap in the local park.
However, where this video succeeds, it also fails. To my mind, the whole point about bottled water is that it is perceived to be a 'natural' product.
Isn't filming the inside of a bottled water factory going to open a whole fresh can of worms? How many pipes can you see in any one freeze-frame of the Youtube video? More than the average bottled water consumer would be happy with, I'll wager.
Heineken is gearing up for a product launch in Australia this month. But exactly what the product is, the brewer is not saying....
It's Summer in the northern hemisphere and the beer festivals are in full swing. Even the famously secluded North Korea is letting its regulation-cut hair down with the Taedonggang Beer Festival, name...
Drinks companies that use celebrities and influencers to endorse products via social media could be in line for some rule changes....
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
- Craft spirits shake-out will be just the beginning
- The decline of the flagship beer brand - Comment
- Job cuts not the whole story at AB InBev - Comment
- How Treasury is rewriting the rule book - Comment
- Interview- Veltins export manager Udo Bruns
- Diageo revamps Gordon's gin bottle in UK
- Craft Brew Alliance poised for AB InBev takeover?
- SAB shareholders granted AB InBev vote split
- Pernod deal rescues Corby's FY
- Diageo's Guinness Rye Pale Ale - NPD
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages