At the heart of the Northern Alps lies the source of an all natural, perfectly pure water - evian. It all starts with rain and melting snow on the peaks of the Northern Alps, where each drop of evian water starts its 15+ year journey through layers of glacial sand that ends at evian's protected source on the shores of Lake Geneva. Through this process, the water is filtered naturally, without chemicals, giving evian the purity, mineral content, and taste that nature intended.

In 1789, the Marquis de Lessert, discovered the Cachat Spring, evian's source, in the small town of Evian-les-Bains on Lake Geneva. After spending several days drinking from the spring, the nobleman believed that the water aided in passing his kidney stones. News of the event soon spread and crowds gathered to sample the water to ease ailments. By 1878, the Dukes of Savoy issued the first bottling authorization for evian Natural Spring Water.

Today, evian is available in over 120 countries throughout the world and is still bottled exclusively at its protected natural spring source in Evian-les-Bains. The water itself never changes, perfect and timeless.

Water In The News...
A recent webinar, Global bottled water; Latest trends and analysis, held by Zenith International, on July 17, 2012, revealed some interesting facts supporting our previous discussion of returning to a growth period for the bottled water industry. Zenith International also reminded everyone of the upcoming 9th Global Bottled Water Congress on October 8-10 2012. being held in Barcelona, Spain. Click here for more info.

The charts below include bottled water as a whole, and do not distinguish between the entire bottled water market (commodity water), and the premium sector (which is the category we are most interested in.)

As a result of emerging markets, the trend line shows more of a steady upward trend than our experience in the premium sector, but we’re glad of its upward direction.

The first 2 charts show the global water trend, past and future. The 3rd depicts uses by country.

Bottled Water Ban Considered By Oman
In May we wrote about the UAE banning exports of bottled water, and how the contribution of bottled water in the UAE comprised just0.007% of the total abstraction of ground water in the region. [May FH http://www.aquamaestro.com/Fountainhead/0512/ ] A similar ban in Saudi Arabia followed, and now Oman has announced, it too, is looking at a similar ban. Again, looking at the numbers, the Director-General gives figures of 14 million liters of bottled water exported from Oman in 2010. This is just 10% of the volume exported from the UAE in the same year.  The total water use is estimated to be 1.5 billion cubic meters of water every year, increasing to 1.7 billion cubic meters by 2020. So, bottled water represents just 0.001% of total water use. Will this type of ban make an impact?

For Discussion Around The Water Cooler...
Just About The Bottom
Here is an interesting report reflecting consumer priorities in the United States from a recent Beverage Digest newsletter. It is based on work by Bernstein Research on consumer loyalty in response to price change – what economists call price elasticity.

Out of 64 categories, the top two for pricing power are skin cream and shampoo. The next two are wine and beer. Carbonated soft drinks come in19th, with what is described as medium/high pricing power. Iced tea is 31st, juices 32nd, energy drinks 40th and sports drinks 41st.

And bottled water ? 62nd. Ahead of only sandwich bags and bleach.

(This we might add is for inexpensive bottled water)

Better Grades
A recent study of 447 UK psychology students found that those who took water into their exams scored 5% higher marks on average than those who didn’t, after allowing for coursework grade variations.

Water was felt to have:
• a physiological effect in improving thought processes
• a psychological effect in alleviating anxiety.

As the researchers concluded, “supplementing with water is a really cheap way students and educators can help get better results

Doesn’t Pertain To Water,
but Interesting Just The Same

If you had bought a single share of Coca-Cola stock for $40 in 1918, what do you think it would be worth today ?

Apparently $345,545 is the figure.

Or $9.8 million if all dividends had been reinvested.

Believe It Or Not
The Recycling rate is up…

In The Learning Corner
These are brief definitions of types of water. It is possible in all cases to delve into scientific terms and explanations, however, these will suffice as a brief overview.

Spring Water
Water derived from an underground formation from which water flows naturally to the Earth’s surface. Spring water must be collected at the spring, but can be obtained through a borehole tapping the underground formation (aquifer) feeding the spring. Using a spring’s natural orifice, however, is preferable. When the water’s own pressure brings it to the surface, that pressure can prevent contaminants in ground and surface water from mixing with the spring water. Boreholes may endanger a spring’s life, too, as the volume of water extracted by a borehole is higher than the spring’s natural capacity.

Unlike mineral water, which is tightly defined by law, spring water has no legal definition and manufacturers may, and do, use water from sources other than natural springs.

Spring waters vary widely in their mineral composition and TDS level, both of which are influenced by the geology of the local area. Spring water is the most common source for bottled waters. (example: Saratoga)

Artesian Water
Water obtained from a well that taps a confined aquifer, usually surrounded by impermeable rock typically made of sandstone or other porous rocks or sediment. Pressure in the aquifer will force the water up the well without the use of a mechanical aid. Artesian water may also contain a variety of characteristics similar to the Spring water. (examples: include Fiji, Jana and Voss)

Mineral Water
Groundwater that naturally contains at least 250 parts per million of dissolved solids may be labeled as mineral water. All minerals and other trace elements must be present in the water when it emerges at the source. No minerals can be added to this water. If the total dissolved solids (TDS) content of mineral water is below 500 ppm, it is labeled “low mineral content.” Subsequently, if the TDS is greater than 1,500 ppm, it is labeled "high mineral content. If the TDS of mineral water is between 500 and 1,500 ppm, it will suffice to just be labeled mineral water, and no additional statements are needed. (examples: Evian, Perrier, San Pellegrino)

Sparkling Water
Carbonated water, also known as sparkling water, is a plain flat water into which carbon dioxide gas has been dissolved. The process of dissolving carbon dioxide gas is called carbonation, and may occur two ways, naturally, or intentionally injected with CO2.

Water that contains carbon dioxide at an amount equal to what it contained when it emerged from its source, may be labeled carbonated water. Carbon dioxide lost during the treatment process may be added back. A number of naturally occurring carbonated waters are available. (examples: Ferrarelle, Gerolsteiner, or Apollinaris)

Treated waters, injected with CO2 may be labeled carbonated, but are not naturally occurring.

Purified Water
Water from any source that has been treated to remove chemicals and pathogens according to standards set by the U.S. Pharmacopoeia, and used by the FDA and more than 140 other countries. Must contain no more than 10 parts per million of dissolved solids. Distillation, deionization, and reverse osmosis are all purification methods.(examples: Aquafina, Dasani).

Distilled Water
Water that has been boiled and then recondensed from the steam that the boiling produces. Distillation kills microbes and removes minerals, giving water a flat taste. Some purified brands have been known to distill water and then add minerals back in to emulate the taste of better well known brands.

Other Sources
There are other sources of water currently being used or collected for bottling. Those sources may include, but probably not limited to;

1. Deep Sea (Hawaii Deep Blue, Kona Deep)
2. Iceberg (Berg)
3. Glacier (Icelandic)
4. Rain (Tasmanian Rain)

Lemon and lime were the first two flavors Perrier came out with. They also had some unusual flavors such as peppermint and ginger-cherry.

Aquafina was first sold in Kansas in 1994.

In 1932, Arrowhead water was named the official bottled water of the Olympic Games, and again in 1984.

Plastic bottles can be recycled into a yo-yo, a kayak, a fleece pullover, and your school lunch tray.