The island nation of Fiji is a cluster of green islands in a remote area of the Pacific. Far from pollution. Far from acid rain. Far from industrial waste. In fact, the very name “Fiji” has become an icon of beauty, nature, simplicity, and remoteness – and when it comes to drinking water, “remoteness” may be a blessing.
FIJI Water is drawn from an artesian aquifer that lies hundreds of feet below the edges of a primitive rainforest. FIJI Water comes from a single place: the remote Yaqara Valley of Viti Levu (one of Fiji’s two principal islands).
It begins as rain falling on the tropical island of Viti Levu’s luxurious north coast. From there it filters down through layer after layer of ancient volcanic rock, cleansed of impurities and contaminants at every stratum. At the same time, this natural filtration process is adding beneficial minerals such as silica, calcium, and magnesium to the water, which contribute to its distinctly soft, smooth “mouthfeel” (a professional tasters’ term that refers to a liquid’s taste and texture).
FIJI Water’s state-of-the-art bottling facility was designed to protect the purity of the water at every step of the production process, and as part of that strict commitment to quality, no human hands are allowed to touch it. In fact, the facility was built directly on top of the FIJI Water aquifer, where a completely sealed delivery system draws the water up from the protected chamber and places it directly into the iconic square bottles, which are made from the highest-grade terephthalate (PET) plastic resin.
Until you unscrew the cap, FIJI Water never meets the compromised air of the 21st century nor is it touched by another human being.
Water In The News...
Bottles Water Sales Continue To Improve
As companies continue to position bottled water as a healthier refreshment. The category saw sales rebound across numerous segments. Earlier this year, the International Bottled Water Association (IBWA), released that the overall consumption of bottled water increased 3.5% in the United States. Consumption increased to 8.75 billion gallons, from 8.45 billion gallons. A new report by SymphonyIRI, also suggests the still water category grew by 2.8%. Sparkling waters grew by an astounding 9.1%. Other segments include flavored, enhanced and coconut waters which all saw increases. Private label continues to hold the number one slot in sales for both still and sparkling water.
The chart below depicts sales of common convenience type waters. We, Aqua Maestro, also would like to point out this is a general trend and there is a distinction between these waters and the “Fine Water” category.
Bottle Water Tax
Many locales have battled the bottled water tax or plastic bottle tax. Baltimore is one such place which is currently pushing to repeal the tax. Retailers and representatives of the beverage industry are citing loss of revenue and jobs as a result of the controversial tax.
Keep in mind, it could be worse. Much worse. Brazil taxes bottled water at an amazing 42.5%
Recycling Up, But Not Enough
The US recycles more Polyethylene Terephthalate (PET) bottles , but demand exceeds supply. The National Association for PET Container Resources (NAPCOR) recently reported demand for the rPET, (recycled PET) has grown more than anticipated. Some sectors have seen double digit growth in the use of rPET. So, it seems the country is cleaning up its act, but just not fast enough. For more on the topic.
Get Your Caffeine Fix And Hydrate Yourself
Although it’s not a new concept, a recent addition to the “enhanced” beverage category is going after that particular consumer looking for their caffeine buzz without resorting to coffee, soda or an energy drink. Zoom Water, containing 70mgs of caffeine is going after that market share. We have not added this to the “Fine Water” category, so it’s not a product available at Aqua Maestro.
IBWA Statement Regarding Maryland’s Decision to Restrict State Employee Access To Bottled Water
The International Bottled Water Association (IBWA) recently issued the following statement in response to Governor Martin O’Malley’s adoption of guidelines restricting the use of state funds to purchase bottled water.
“The recent announcement by Governor O’Malley endorsing the restriction of access to bottled water by Maryland state employees is disappointing. However, the action wisely allows bottled water to continue to be used by state facilities when tap water is not available, as well as in vending machines….” “…Removing bottled water as an option does not automatically drive people to drink tap water. According to research, if bottled water is not available, only one-third of people seek out tap water, while two-thirds instead choose packaged beverages that add calories or sugar, or both, to their diet.
For the actual press release
Brands In The News…
Is It A Rumor Or Not?
For a company which claims to have water in its 'DNA', Danone has to fend off rumors that it is ready to sell its water business with remarkable regularity. There is speculation that the French company had been approached by Japanese drinks group Suntory. The rumors were fuelled further by recent reports in Japan that the two companies would begin negotiations next month.
Nestlé Waters division reporting a 4.7% organic rise in sales for the 3rd quarter to CHF 5.1bn
More than 247 million acres of United States' wetlands have been filled, dredged or channelized—an area greater than the size of California, Nevada and Oregon combined.
Take a bottle of water with you when skiing, ice-skating or shoveling snow; water will help you stay warm, it helps regulate your body temperature
The New York Museum of Water is the first and only public museum in the United States solely dedicated to water and the only one in the world to provide a global perspective on this ubiquitous yet often hidden element.
75% of Americans are chronically dehydrated.
Can you recognize these Celebrities and their water below?