Everything becomes clear!
It’s January, which means that consumers across the land are in the midst of self-imposed post-Christmas detoxes. That means more exercise, eating properly and reaching for the bottled water rather than the December diet of minerals, cocktails and more! Thankfully, the top national and international brands are all about innovation and improved ranges, writes Doug Whelan
Print15 January 2018
With an estimated 152m water bottles sold in the republic between July 2015 and July 2016, Ireland’s bottled water market is thriving. Value sales are expected to reach €192m by 2021*.
As we have seen time and again in recent years, there is no shortage of demand for healthy products – at this time of year especially. After much of December is taken up by parties and celebrations and plenty of indulgences in food and drink, consumers in January turn to healthy options, including bottled water by the truckload!
Water is water, but consumers still take an interest in which brand they choose from the wide variety on offer, due to factors like where it is sourced, and what type of refinement takes place on its journey to the shelf and into the hand.
As well as that, another factor taken into consideration is the variety of flavours the water brands are offering in 2018. It’s not just plain old still or sparkling anymore – fruit flavoured waters are a major segment now, as is the race to provide that variety without compromising on sugar content or other additives.
*(Source: Euromonitor: Bottled Water in Ireland, February 2017)
Refreshing sales!
Ballygowan Sparklingly Fruity is a refreshingly different range of low-calorie, low-sugar Ballygowan water drinks
As the number one water brand and fastest-growing soft drink brand in Ireland, Ballygowan is tapping into consumer demand for healthier options. Ranked the seventh-fastest FMCG brand, it also has a 21% value share in the latest MAT*.
All Ballygowan is bottled at source in a dedicated bottling facility in Newcastlewest, Co. Limerick. More than 800 years ago the source, St David’s Well, was first discovered by the Knights Templar. To this day, the well can be found on the grounds of the Ballygowan bottling plant. A strong Irish brand, Ballygowan is a founding member of the Love Irish Food campaign, which champions locally sourced goods, supporting Irish jobs.
The Ballygowan Sparklingly Fruity range has been a huge hit with consumers, delivering a growth of 13% MAT**. Ballygowan Sparklingly Fruity is a refreshingly different range of low-calorie, low-sugar Ballygowan water drinks in a stylish can. With just 23 calories in a can and with no artificial flavours, colours or sweeteners, the range is ideally positioned to appeal to consumers looking for healthier refreshment. The range is available in singles and six-packs in three flavours: Apple Elderflower & Lemon, Raspberry & Blackberry and Pear & Raspberry.
2018 promises to be another big year for the brand, with a strong above-the-line and below-the-line support plan for the core brand, including year four of the successful Dublin GAA sponsorship, along with a 360 degree support campaign for Sparklingly Fruity.
*(Source: Nielsen Scantrack Grocery MAT November 2017)
Purest moments
Ireland’s largest independently owned bottled water company, Celtic Pure, takes its name from the purity of its origin. Owned by the McEneaney family of Co. Monaghan for more than 200 years, the water has been sourced from family springs for over 200 years and has become a popular choice for consumers looking for natural and pure spring water.
2018 is set to be another big year for the brand as it launches the Celtic Pure “Pure Moments” campaign, a celebration of the purest moments in Irish life from the everyday moments to the once in a lifetime experiences.
Celtic Pure will launch a range of new products and continue to activate its highly successful FAI sponsorship all under the umbrella of the marketing campaign.
Tackling strong market growth while handling the demands of new products and new opportunities, Celtic Pure has invested in state-of-the-art technology as part of an €18m investment last year, in order to cater for increased demand for
its products from both Ireland and the UK markets.
In addition to winning multiple awards for its own brand Celtic Pure including four international gold medals from the British Bottlers’ Institute for its still and sparkling water range, the company is a leading supplier of private label bottled water.
Celtic Pure thanks all retailers who supported this quality, local Irish brand throughout 2017, and looks forward to working with you in 2018 and beyond!
New Year, new flavour
TV3 star Karen Koster helps launch the Tipperary Kidz water partnership alongside Kiki Deegan Hughes, 9, and Alex Murray, also 9
For those who like a little flavour to their bottled water, fans of Tipperary Irish Water will enjoy a healthier 2018. One of Ireland’s leading bottled water brands, Tipperary has announced that from early 2018, all flavours in the range will be calorie-free, meaning the health-conscious consumer can enjoy fruity flavoured water without the guilt.
Joining the calorie-free range of Apple, Lemon & Lime, Raspberry and Blackberry is the all-new Strawberry, which really packs a punch of berry flavour.
“We are constantly looking at ways in which we can evolve our brand and help make the healthier option the easier option for consumers,” says Justine Byrne of Tipperary Irish Water, “so it’s fantastic to be in a position to be able to offer a great-tasting product that is also calorie free.”
The Tipperary Kidz range will also see the introduction of two new flavours from April 2018; Strawberry and Blackcurrant & Apple. The Kidz water bottle is designed with youngsters in mind; each bottle is brightly coloured and comes with an easy-to-drink sports cap. The range is available in a family value pack, with both new flavours set to become the ultimate playtime thirst quencher.
Committed to supporting events and organisations across Ireland in 2018, Tipperary Water is going back to its roots to support the local Tipperary GAA team, continuing support for the ISPCC ChildLine. Furthermore, the brand is proud to sponsor one of the toughest endurance events in Dublin, the Hell & Back race.
“This is our third year of Tipp GAA sponsorship,” Byrne continues, “and we couldn’t be more proud to support a county that represents all that is great about the GAA.
“To add to the exciting year ahead,” she says, “we are thrilled to announce that we will be the official water sponsor for Hell & Back 2018. The event is a true test of stamina and physical endurance which attracts over 5,000 participants, all up for one hell of a time.
“Hydration is the common denominator in both of these physically demanding partnerships,” Byrne adds, “and that’s where Tipperary Water has a key role to play.”
Supporting the ISPCC ChildLine is a natural and appropriate fit for Tipperary Kidz. The family packs are consumed by children on a daily basis all over Ireland. The ChildLine contact number is clearly positioned on each family pack, ensuring it is easily seen by those who need it.
From humble beginnings, Tipperary Pure Irish Water has grown to become a major national brand whose name is synonymous with quality and Irishness.
To learn more about the Tipperary water range, visit www.tipperarywater.ie.
Go Deep!
Deep RiverRock wants to help consumers start 2018 on a positive and healthy note
This month, Deep RiverRock is kick-starting an exciting 2018 with its Detox campaign, which has rolled out in supermarkets and convenience stores across the country. Following further expansion to its water range during 2017, Deep RiverRock has added additional variants to the portfolio, providing a greater choice than ever before, and allowing consumers to start 2018 as they mean to go on.
“We are delighted to be driving innovation within the water category,” says Robert Crabbe, marketing manager for Deep RiverRock. “We aim to give consumers a much wider choice with our still and sparkling waters, our sugar-free fruit flavoured waters – which now includes Coconut flavour – and our new functional Relax & Revive range.
“Together, Deep RiverRock covers all occasions during the day,” he adds.
Deep RiverRock’s new Relax & Revive products are an exciting range of “functional waters”. The Revive range has two mineral variants, one containing magnesium and the other with zinc, both of which help to keep the mind sharp and focused throughout the day. The Relax range, with its Mint and Lavender variants are gently flavoured with botanicals to help relax and unwind.
For more information on Deep RiverRock’s product range, visit the Deep RiverRock Facebook page www.facebook.com/ DeepRiverRock.
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