Tasmanian Rain
Tasmanian Rain is pure rainwater captured where the air has as low as 10 particles per cubic centimeter. The average northern hemisphere air has between 5,000 and 50,000 particles per cubic centimeter. It is here on the pristine island of Tasmania, near the edge of the world, that the World Meteorological Organization's Baseline Air Monitoring Station records the world's purest air. The rain collected over north-western Tasmania has traveled eastward via air currents over Antarctica and10,000 miles of ocean. The pure rain water is collected by a 59,000 sq. ft. custom-designed stainless steel catchment facility which never allows the water to touch the ground As a result, Tasmanian Rain contains only 17 parts per million of dissolved solids and is more than 9 times purer than the leading spring or artesian water. Because of its purity and the fact that it is rainwater, the water is exceptionally soft, velvety smooth, and refreshing. Tasmanian Rain is bottled in glass in order to protect the product purity, and available in both 750 ml and 375 ml sizes. Tasmanian Rain is also available in still and sparkling natures. The company is proud to be carbon neutral, with water transport and company emissions offset by the planting of trees.

Water in the News
Is Bottled Water Really Bad?
The title above was taken directly from an editorial by Barry Nathanson, the publisher of Beverage Spectrum Magazine. Last month we included arguments, both for and against the politically charged issue of bottled water. Taking the liberty of quoting Mr. Nathanson, he stated “We live in a culture where health issues abound. Obesity is rampant. A large part of our populace eats poorly, doesn’t exercise, continues to smoke and generally has a total disregard for their well being. Children are fed junk from day one, and it’s given to them Super-Sized” He continued, “Why are the issues around bottled water even issues at all? It boggles my mind (and ours) that the only undisputedly healthy beverage offering is being attacked on so many fronts. Of all the consumer products out there, why are politicians and public officials making this particular beverage category public enemy #1?” To read the entire article…

Adjusting to Cyclical Change
Consumer shopping patterns are changing again. Consumers have been buying more private labels, and searching for better values. Business cycles, however, don’t change. Consumer habits regularly shift from thrift to extravagance and back.

Looking at bottled water as an example, it has evolved into a distinct group of brands, positioned from Super Premium to Value, with a strong volume base in the mid-ranges. Super Premium brands have maintained their position, driving retail dollars to the register, while value brands (especially private label) have driven their volume using discounting. The lesson is that consumers are telling us water is a category that has a product that meets their needs at both ends of the spectrum.*

*Debbie Wildrick, Beverage Spectrum Magazine

NY’s Bigger Better Bottle Bill is Back, Almost….
Judge Deborah Batts has lifted the injunction from the beverage industry, ruling that most of the provisions in the bill can go into effect immediately. Including, the requirement to return up to 80% of unclaimed bottle deposits to the state, worth an estimated $115m a year. Unchanged, however, remains the injunction that would require a New York specific UPC for all beverages. The judge also ruled that the bottled water industry must comply with the expanded bottled bill by October 22, 2009 unless they can demonstrate that compliance would be impossible.

The American Beverage Association expressed its disappointment at the decision making the statement: “Bottle bills are not the answer to addressing solid waste issues. Rather, they are simply another tax on consumers.

Nestle Waters North American President Kim Jeffery also criticized the bill saying “its gaping holes and sweetheart deals will hinder recycling.”

IBWA will continue to be actively involved in both the legal and legislative processes concerning this important issue

InterBev Dates Set For 2010
The American Beverage Association (ABA) and the International Bottled Water Association (IBWA), co-sponsors of InterBev 2010, announced the show will take place Sept 22-24, 2010 at the Orange County Convention Center in Orlando, Florida.

Premium Waters Forum, November 10, 2009, Istanbul
The second annual Premium Waters Forum, hosted by the Premium Water Society, and organized this year by Zenith International will be held on Tuesday November 10, 2009. The forum this year will coincide with the 6th Global Bottled Water Conference being held Nov. 10-12, 2009. Click here for more information.

IBWA Asks Judge, Stop Steel Bottle Ads Immediately
The International Bottled Water Association (IBWA) had sued the makers of the Eco Canteen steel bottle, claiming the company was making false and misleading claims about the safety of bottled water in plastic bottles. According to IBWA, the ads had also been critical of community recycling programs “by making an unsubstantiated assertion that recycling of plastic containers ‘releases dangerous toxins’ into our atmosphere.”

Bottled Water Industry Boom Over?
Several news outlets are reporting the possibility of the end of the bottled water boom as Nestlé SA, the United States’ largest seller of bottled water, reported that profits in its bottled water sector for the first half of the year dropped 2.9 percent. As reported by Washington Post staff writer Ylan Q. Mui, “the glass is half empty” because bottled water sales have fallen for the first time in at least five years. Mui attributes the decrease in sales to budget-conscious consumers and the anti-bottled water movement put forth by environmentalists.

Contrary arguments say, “this too, shall pass.” The bottled water market is forecast to grow by a compound annual growth rate of 5.3% in Europe, the U.S. and Japan, reaching $76.4 billion by 2012, according to the Research and Markets' Future Opportunities in Bottled Water: Leveraging Purity, Ethical and Health Credentials report. Bottled water growth in the U.S. market is expected to be double that in Europe, though Europe will remain the leading region with 61% of total market share by 2012.

By the Numbers…
How does Bottled water stack up in the beverage sector as a whole?

Sales Volume for the past 52 weeks ending 6/14/2009

Beverage Sales (billions) % change
Bottled Juices
Bottled Water
Energy Drinks
Sports Drinks
Tea /Coffee
- 6.2%
- 6.4%

Inside the bottled water segment, (PET/Still)

Beverage Sales (millions) % change
Private label
Glaceau Vitamin Water
Poland Spring
Deer Park
Nestles Pure Life
3.9 %
-15.6 %
-13.4 %
-13.4 %
-2.0 %
-10.5 %
-26.4 %
-2.2 %
1.5 %
-0.5 %

Brands in the News
Nestlé Says New Brand Designed to Promote Recycling
Nestlé Waters North America has introduced re-source™, a new bottled spring water brand “designed to directly engage consumers in the importance of recycling,” according to the company. The brand, which is to be packaged in bottles that are made of 25 percent recycled plastic (rPET), is launching exclusively at Whole Foods Market stores.

On a Sad Note….
We would be remiss, if we didn’t take this opportunity to express our sincere condolences to the family of Shirley Costanza. Shirley had worked for Aqua Maestro since the inception, and worked diligently with all of the wholesale accounts. Those of you who have worked with her know how dedicated and helpful she was. Shirley succumbed to cancer on August 26, 2009. We all miss her!

To order, please call or email Alexis in the Private Client Division – 954 735 4040 x 100; adb@aquamaestro.com

Wholesale inquiries should be directed to Doug, 954 735 4040 x 101; dd@aquamaestro.com.

A carrot is 90 percent water.

When water is called for in a recipe it should be between 60 and 80 degrees for the best results.

Sugar lowers the boiling point of water.

The average person requires about six pints of water per day to replace losses.

Nature's Way Cafe
20 W. Atlantic Avenue
Delray Beach, FL  33444