Carbonated water is making a splash as sugary drinks are ditched for healthier options with Instagram-ready packaging. But do we really need water sommeliers?
It’s getting to the point where buying a plastic bottle of still water marks you out as some kind of environmental vandal. But sparkling water? Somehow that’s different. That says you have good taste and care about “clean” drinking. Sparkling water in a can? You’re obviously health-conscious, fashionable and environmentally aware.
The sparkling water wars are upon us, or are at least kicking off in the US and could be heading our way. Last month, PepsiCo launched Bubly, a range of flavoured sparkling waters, packaged in cute, brightly coloured cans. It is going up against the market leader, a brand called La Croix, which has become a hit despite eschewing traditional advertising.
Both are yet to reach the UK, and although canned sparkling water isn’t a new innovation – Perrier has been doing it for many years – there are signs we will be seeing more of it. Ugly launched in the UK in 2016 with a range of calorie-free flavoured sparkling water in cans, and is about to launch in the US. Dash Water is another brand, this one with a waste-reducing ethos. It is flavoured with “wonky” produce such as cucumbers and lemons that might otherwise go to waste. Sold in cans and “crafted” (their words) in the UK, it launched last year and is stocked mainly in London, in stores such as Selfridges and Whole Foods. It costs about £1.50 a can.
“It’s a lifestyle brand,” says co-founder Jack Scott. “We wanted to create a drink that was a credible alternative to the normal soft drinks that are [full of] either sugar or artificial sweeteners. It’s something that is tasty, but has none of the bad stuff.” Both founders are in their 20s, and have an eye on the power of social media. “We’ve tried to create something that’s desirable, that people want to have and also share on Instagram.”
Another brand, CanO Water, launched in 2016, as a response to growing concerns about plastic pollution. “Still water is always going to sell more, but we have noticed people have been ordering more sparkling water than they did last year,” says co-founder Ariel Booker. “For us, it seems to be an older demographic, over-35 and leaning towards women.” Like much of the growth, it appears to be driven by people moving away from sugary fizzy drinks. “They may be a bit bored with plain water and looking for something else. [Fizzy water] is an alternative to something that has lots of sugar in it, but it still feels like you’re drinking something other than water.”
For more read the full of article at Te Guardian
