Water for sale
Selling water is no small matter. Whether sparkling or still, rich in magnesium or sodium, from the cool waters of the Alps to the whitewater in the Penobscot Ridge Mountains, its varieties are endless. Hundreds of suppliers wrangle over the smallest details (packaging, marketing, logistics) to lower production costs by the tiniest of margins, while also seeking to launch new brands. Most of this business accumulates in the aisles of large supermarkets, but its meanders also flow through the land of luxury. In the last few years, water bars with their very own stewards have been popping up in fashion or gourmet addresses. Customers can select from dozens of different kinds of water with a range of different tastes, sourced from springs around the world; some of the extremely rare ones sell for up to €20 per literin this case, Canadian water harvested from an iceberg. This phenomenon could be seen as an indulgence for the wealthy, but it’s also recognition for a life-giving resource.