MONEY
SOMETHING IN THE WATER
What do connoisseurs look for in the perfect bottle?
by tetiana iakovlieva
CAN YOU BELIEVE THAT some people savour still water like expensive liquor? They complement it with food according to its taste, texture and aftertaste. Water gourmets pay more to receive distinctive‘ premium’ water.
Premium water is exported from remote places to the tables of demanding customers. Dealers could probably sell water from Mars- if any was discovered there. For now, they recommend exclusive samples from a glacier in Greenland or an artesian spring from Fiji. The more remote the location, the more unique and desirable the water found there.
“ Bottled water, like wine, has its nuances and differences. Personally, I prefer the taste of certain imported brands of bottled water. Vichy Celestins from France is a very good after a meal as a natural digestive. Acqua Panna from Tuscany is another excellent water with food for those who prefer a still water,” says Arthur von Wiesenberger of Bottled Water Web.
Design of the bottle matters. Fancy water is usually consumed in luxurious places, so it has to add to the decor.“ The typical customer is an educated woman, between 25 and 55 years, ordering the water from a menu either at a restaurant or in cafe,” says Jan Bender from Iskilde, a premium Danish water brand. These women care about their lifestyle and fine water is something that can enhance it.
Workers from Iceberg Water, a Canadian establishment harvest pieces of icebergs that have detached themselves from the ice shelf and move towards Newfoundland, Canada. The bottle’ s base is reminiscent of a shard of ice. Delicate engraving encircles the main body of the bottle, and a bright Canadian maple leaf on the top is the final touch to this luxury item.
The Iskilde company says that drinking from plastic is a faux pas. Artificial chemicals found in plastic can leach into the water and alter the original taste. This is why they use glass containers for their artesian water that is fresh, sweet and low in iron content. Harvested from 50 metres below ground level, the water is also saturated with oxygen and is considered better quality.
Water distributed by Antipodes Water of New Zealand is located 327 meters below surface and originates at a volcanic plateau. Being produced faraway from civilisation, the brand claims to offer some the of purest water in the world. It is sold in in foreign countries by a small group of distributors in bulky bottles
The wholesale internet price of Iceberg Water is approximately £ 8 per bottle. Iskilde costs £ 2 and Antipodes £ 3. The real retail prices are hidden behind the doors of expensive hotels and restaurants where this water is consumed. The usual markup is 60 or 80 per cent, but can be up to 100 per cent.
Professor Keith J Petrie, of Health Psychology from University of Auckland is a skeptic:“ There is no evidence that bottled water is better for health than tapped”.
Despite chemists saying that water does not even have a taste one thing is for sure, the rich and famous definitely have a taste for it – with a price tag to match. tetiana iakovlieva
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