CITYLIFE / Hip & New
Perrier set for April launch
By Aubrey Buckingham (Shanghai Daily)
Updated: 2007-03-09 10:30
Fans of fizzy H2O can look forward to the "champagne of water" being
officially launched locally next month.
Starting on April 1, Perrier, the world's leading sparkling water, as
well as still water brand Vittel, will be distributed by Summergate Fine
Wines and Spirits across China's mainland. The main push will be to put
the iconic green bottles in restaurants, clubs and bars, establishing its
fun and funky image that is normally associated with the French brand.
"We're a growing brand and this is an expanding economy," said Marc
Kleniewski, Nestle Waters Marketing and Distribution's director of
international sales. "We're very excited about working with the young
team (at Summergate) and we favor the distributor approach."
In case you are wondering if this means that the version of Perrier
previously available in restaurants and supermarkets was not the real
McCoy, then fret no more. Previously, Perrier was shipped in from Hong
Kong to quench local thirst for the Gaullist drink.
"It was basically a push job," Frenchman Kleniewski said. "There was no
support with this approach."
There are few who would be unfamiliar with the cool refreshing taste of
Perrier, yet not everyone knows its humble beginnings. With a proud
heritage of more than 100 years, the distinct bottles are instantly
recognizable around the world.
The mineral water is bottled at the source in Vergeze in the southern
French province of Provence. It took on the moniker Source Perrier in
1903, when an English aristocrat, Sir St John Harmsworth, bought the deed
to the property.
With physician Dr Perrier, he designed the emerald bottle the world has
come to see and love after Harmsworth's smooth Indian wooden clubs that
he used for exercise.
The brand has since come to represent cool and chic, and the
image-conscious elite are more than happy to be seen sporting the
refreshment on their tables. In its 1970's heyday when Perrier was first
released in the United States, people were seen ordering the water
instead of a cocktail.
These days, celebrities and socialites are reverting to their
health-conscious ways and eschewing alcohol in favor of trendy bottled
water. On the contrary, consumption of imported alcohol is on the
increase in China, and distributing through a wine company is a
particularly shrewd move.
Summergate already has a network of channels in place and the logistical
support to ensure the Chinese market gets its share of the bubbly
beverage. "These are complimentary products," said Ian Ford, the local
firm's managing partner. "People who drink wine (also) drink water at
meals together; we can have both our products on the same table."
Just as the big wine debate rages over the superior of the two European
nations, water connoisseurs also debate for hours over whether Italian or
French mineral water is better.
"The Italian sparkling waters have lower sodium content and thus are
softer," said Adeline Sang, executive assistant manager and director of
food and beverage at the Regent Hotel Shanghai. "Compared to the Italian
brands (available locally), Perrier has suffered from not making a bigger
push into the market sooner."
"Still, sales should go up as it is a good, international product and the
French image is fashionable here."
Those who object to paying for water are often the same people who claim
that the drink has no taste. Those that enjoy sparkling water should look
forward to next month, when they can readily sport the large green glass
bottles on their tables when dining at high-end restaurants and hotels
and when partying at the city's top clubs.
Alcohol is such a crutch. Bottled water? It's the new rock 'n' roll.
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