Premium water brand lands in Australia

CocaCola_SouthPacificCoca-Cola South Pacific has launched premium still water brand, Glaceau smartwater, in Australia, as the beverage giant looks to expand the local water category.

Targeting the 18-34 year old demographic, Glaceau smartwater is a vapour distilled mineralised water.

The brand is positioned between ‘everyday’ and ‘ultra premium’ water brands and comes to Australia off the back of major global success, including in the US, where it is the number one premium water brand.

Coca-Cola South Pacific says what separates Glaceau smartwater from its competitors is the unique vapour distillation process that goes into making it, inspired by the natural purification process. In addition to its unique bottle design, the brand differentiation will be reflected instore by a range of key retail visuals and merchandising solutions, including posters, case stackers and wobblers.

Gloria Young, brand manager of Glaceau smartwater, said: “With the brand going from strength to strength across the globe, we felt it was time to bring Glaceau smartwater to Australia.It is designed to appeal to on the go, style conscious consumers who are looking for something a little extra from their water and the vapour distillation process is a big point of difference for us. We have an opportunity to make a big impact in the category with this premium yet functional offering and we are confident Australian consumers will respond positively to the sleek design and crisp taste of Glaceau smartwater, sustaining the brand’s international popularity.”

Glaceau smartwater will be available in 12x700ml sports cap lid packs from a wide range of retail channels including grocery, independents and on the go partners including Coles Express and Caltex.

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