Water opportunity will continue to flow

Nestl eacute; Waters is the world’s number one bottled water company with sales across 130 countries and a variety of brands on offer.

Andrea Cahill, trade marketing manager for Nestl eacute; Waters, says: “The total Nestl eacute; Waters UK brands are in growth by 10% for 2009, driven by a succinct cash and carry and wholesale strategy. Buxton has been our absolute star performer with 23% growth year on year within the wholesale channel.”

The Buxton brand has been a strong supporter of the Federation of Wholesale Distrubutors’ My Shop is Your Shop campaign and contributed a 20p off coupon to this years National Independents’ Week offer. It also ran volume incentives in May and June in various cash and carries and delivered wholesalers. These included price promotions as well as the chance to win nPower Ashes tickets and official shirts signed by the 2009 England Cricket team.

The Buxton brand is the official water of the England Cricket Team, a link that Nestl eacute; Waters is continuing into 2010. This provides Nestl eacute; Waters with tickets to offer as prizes for competitions and incentives within the wholesale channel.

Cahill says: “The link with the England Cricket team helps to build brand awareness and in 2010 we aim to build on this growth.”

Locally sourced water brands in particular are growing significantly within the bottled water category and Buxton is bottled at source in Buxton, Derbyshire. According to Nestl eacute; Waters, Buxton is the fastest growing bottled water brand in the UK and grew by 51.4% in the impulse sector last year and still remains the number one British mineral water in the UK.

Nestl eacute; Waters has also launched the world’s largest bottled water brand by volume and volume, Nestl eacute; Pure Life, in the UK.

According to Nestl eacute; Waters, it is the number one brand in the world and is described as “healthy hydration for all the family at an everyday price” and was launched in the multiple sector, although it is slowly entering the wholesale channel.

Weather will continue to be a contributing factor to success, with consumers drinking more in the hot summer months, and less if those summer months are not hot.

Cahill says that although weather will have an impact on sales the challenge is to get the consumer engaged with keeping hydrated all year round. Water can be one of the perfect drinks for people looking to lead a healthier lifestyle as it contains none of the calories, preservatives or additives of sugary drinks it has zero calories, zero additives and a maximum hydration effect.

Cahill says: “The wholesale channel is really important as it allows us to get our brands to retailers, hotels and bars.”

This channel is an area for Nestl eacute; Waters to invest in and it has been working with MSYS and running price promotions, volume incentives and trade events.

Looking to the future, Nestl eacute; Waters has plans for Buxton in 2010 with a makeover lined up for March and TV planned in May. The company will also be looking more at Buxton’s green credentials and localness.

Cahill adds: “With the increasing success of Nestl eacute; Waters in the wholesale channel, 2010 promises to be a very exciting year.”

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