H2Oh so chic
By Michelle Woo
The Arizona Republic
Dec. 11, 2006
That bottle of Arrowhead? So last season.
Why quench your thirst with boring bottled water when you can tote brands that are celebrity-endorsed, drawn from an island oasis or decked with Swarovski crystals?
Water has become more than just hydrating. It’s trendy. The latest bottled brands have been written up alongside handbags and lipsticks in major fashion and beauty magazines, and companies are quick to boast their A-list clientele (Voss Artesian Water reportedly has Madonna hooked, while Penta has snagged Cameron Diaz as a fan). Across the nation, the aqua-elite flock to water bars, where instead of tasting Shiraz and Pinot Noir, they swish and sip $5 bottles of Voss or Fiji.
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Even Fido no longer must lap from the tap. Now, there’s PetRefresh, a line of bottled water created specifically for our furry friends.
According to the Beverage Marketing Corp., Americans guzzled more than 7.5 billion gallons of bottled water in 2005, up 11 percent from the previous year. Annually, we drink an average of 26.1 gallons of bottled water per person, more than any other beverage except for carbonated soft drinks.
For the thirsty, the options are dizzying. Stroll down the supermarket aisle beyond the traditional store brands and you’ll find bottled water “enhanced” with nutrients, herbs and detoxifying substances.
Some claim to pump up your energy (Glacéau SmartWater and Propel Fitness Water), put you in balance (eVamor) and help you shed those extra pounds (Jana Skinny Water and Woman on Top’s Slimmer You H2O). There’s flavored water, colored water, carbonated water, water in sexy glass cylinders.
Despite all the splash, many experts say water is just water. Major health claims are hard to prove, and studies reveal that bottled water is not necessarily cleaner or safer than most tap water.
“There’s this trend of $4 or $5 bottles, made by Buddhist priests – who knows?” said Scott White, a Phoenix nutritionist and personal trainer. “It can be Grandma and Grandpa filling up the bathtub. There’s nothing miraculous about them.”
For those who sell the trendy bottles, it’s what’s on the outside that counts. Steve McDonald, general manager of Six Lounge and Restaurant in Scottsdale, selected Voss as the nightclub’s signature brand for its sleek, cylindrical design. Parched partiers can get a regular bottle for $4, a large for $5, or, if they so choose, tap on ice – for free.
“It’s an image thing,” McDonald said. “(The Voss bottle) has a cool look to it. It looks good on the bar. It’s part of the whole vibe we’re creating.”
Scottsdale hot spots Axis/Radius, Suede, Myst and Sandbar Mexican Grill, all run by the same owners, collectively go through 200 cases of Fiji Water a week. That’s 4,800 floral-decked plastic bottles.
Those who buy the designer brands say it’s about taste, particularly in Arizona, where the taste of tap water can be questionable.
Frank Alvarado, 27, of Tempe, has spent up to $10 on a bottle of Voss, his bottled water of choice. It’s worth it, he said, describing the taste as “phenomenal.”
He also likes carrying around the “neat-looking” bottle.
“It’s a conversation starter,” said Alvarado, 27, who seeks out the brand at nightclubs and high-end grocers. “People will ask me, ‘Wow, what are you drinking?’ ”
As with any beverage, when people discover a brand they like, they get hooked. And with Arizona elementary and middle schools banning the sale of soft drinks during the school day, companies are now hooking customers at a young age.
Naturally, celebrities are getting into the act.
Glacéau Vitamin Water has created custom flavors with celebrities in mind. Kelly Clarkson is linked to a kiwi-strawberry flavor, and 50 Cent inspired the vitamin-laced Formula 50 (“Roll with 50 (per)cent of many of your daily requirements,” the Web site reads).
Stephen Kay, vice president of communications for the International Bottled Water Association, said the surge in competition at all prices shows that people are simply looking for options.
“We’re in a beverage culture,” Kay said. “Consumers are looking for consistency, safety, quality and good taste.”
As for good taste, that may or may not be found in the latest, trendiest bottles.
“I stick to what I know tastes good,” said Shaena Friedman, 22, of Scottsdale, who favors Evian and Arrowhead and described most other brands as “chlorine-y.”
“I really don’t need a glass bottle to drink my water,” she said.
