Making a splash!
It’s hard to believe now, but once upon a time selling water to the Irish was regarded as a nigh-impossible task. Whereas in 1980, bottled water accounted for just 1% of the soft drinks market in Ireland, it has since surpassed 20% and water brands continue to record refreshingly impressive growth
Print20 January 2016
AT A GLANCE: BOTTLED WATER
- Ballygowan is Ireland’s number one water brand and is growing at +19% MAT (Source: Nielsen Scantrack Grocery & Licensed Volume sales MAT November 2015).
- The third biggest soft drinks brand in Ireland, Ballygowan delivered an additional €5 million in retail sales in the last year alone
- Ballygowan Sparklingly Fruity delivered a 12% share of the flavoured water market in the first 12 weeks on sale. (Source: Nielsen Scantrack four week Value Share October 2015)
- Deep RiverRock is the Official Hydration Partner for all four rugby provinces – as well as title sponsor of the Belfast City Marathon
- Tipperary Natural Mineral Water was the first Irish bottled water to be awarded natural mineral status in 1987, and celebrates its 30th anniversary in 2016
- Tipperary Natural Mineral Water is filtered for over 50 years through Devonian Sandstone in the Gapped Mountain of Ely in Co. Tipperary
- As well as embarking on a new partnership with Hell & Back this year, Tipperary will also continue its partnership with the Dublin City Marathon and its Race Series as well as its partnership between Tipp Kidz and the Saoirse Foundation
- Volvic, in collaboration with Disney UK, has created a range of Star Wars branded collectable, limited-edition natural mineral water bottles designed with Star Wars characters
In the 2010s, health-conscious consumers have been opting for fresh alternatives whenever possible, and this trend has been extending to drinks too. Sugar-filled soft drinks have been making way for natural options – a glance at any convenience store’s drinks wall proves that, where one can see natural drinks at eye level while soft drinks have been pushed to lower shelves. And what more natural and refreshing drink is there than water?
This increased popularity of fresh and natural drinks has led to a wide choice of flavoured waters along with plain brands, and a report by Mintel* has identified three areas that could be used to encourage consumers’ choices: high quality ingredients, high fruit content, and natural characteristics. These findings were also reflected by analyst Canadean’s latest Quarterly Beverage Tracker reports which contain a special focus section on soft drinks flavour trends and innovations. This shows a noticeable migration towards local fruits and natural flavours. The burgeoning consumer preference for healthy, functional beverages with natural flavorings made from local fruits and herbs continues to influence new product development, according to the reports.
*(Source: Mintel’s Bottled Water report – UK, March 2013)
Driving growth in the water category
Ballygowan Sparklingly Fruity was launched in June 2015 and achieved a 12% share of the flavoured water market in its first 12 weeks on sale
Ballygowan is Ireland’s number one water brand and from this position of strength is growing at a high rate of +19% MAT (Source: Nielsen Scantrack Grocery & Licensed Volume sales MAT November 2015). This exceptional performance has propelled the brand to third biggest soft drinks brand in Ireland and delivered an additional €5 million in retail sales in the last year alone. A commitment to quality and an innovative approach to engaging consumers is what the brand says has kept it at the top of the market throughout the decades. 2015 was no exception with significant support and exciting new product innovation.
June 2015 saw the launch of Ballygowan Sparklingly Fruity – a ‘refreshingly different’ range of low calorie, low sugar Ballygowan water drinks in a stylish can. Available in singles and six-packs in three flavours: Apple Elderflower & Lemon, Raspberry & Blackberry and Lemon & Mint. Already the range has been a huge hit with consumers delivering a 12% share of the flavoured water market in the first 12 weeks on sale. (Source: Nielsen Scantrack four week Value Share October 2015).
2016 will 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 two of the highly successful Dublin GAA sponsorship, along with a 360 degree support campaign for Sparklingly Fruity.
Hydrate yourself and ‘detox to a new you’!
Deep RiverRock has a pack for every occasion, to help keep your consumers hydrated at all times
After the Christmas indulgence, there is much talk of health and wellness and resolutions. Deep RiverRock’s tagline ‘When You Can’t Think Straight…Hydrate’ and its ‘Detox to a New You’ campaign remind us of the importance of hydration.
The brand’s popular ‘Locker Room’ TV ad will be back on air in February, refreshed with a new impactful logo and graphics, highlighting that hydration and peak physical and mental performance go hand in hand – we need to be hydrated to be on top of our game. This message is supported through sponsorship platforms – Deep RiverRock is the Official Hydration Partner for all four rugby provinces – as well as title sponsor of the Belfast City Marathon. Joining with these highly successful sporting partners shows the brand’s dedication to promoting the importance of hydration in combatting mental and physical fatigue.
With a pack for every occasion, Deep RiverRock is on hand to keep your consumers hydrated at all times. Key packs to have in-store are Deep RiverRock 750ml, 500ml and 2L and of course the new 1L sports bottle and strawberry-flavoured still sugar free 500ml, recently added to the range.
30 years of celebration comes naturally!
Celebrating its 30th anniversary this year, Tipperary Natural Mineral Water continues to pride itself on being one of the few Irish natural mineral waters available
Tipperary Natural Mineral Water was the first Irish bottled water to be awarded natural mineral status in 1987. In 2016 Tipperary celebrates its 30th year and the brand continues to pride itself on being one of the few Irish natural mineral waters on the Irish market. It is filtered for over 50 years through Devonian Sandstone in the Gapped Mountain of Ely in Co. Tipperary, affording the highest degree of filtration and protection. The Tipperary brand continues to offer Irish retailers a quality branded water with high margins in a pack format and flavour for every occasion.
Tipperary Natural Mineral Water is commencing an exciting new partnership this year with Hell & Back, Ireland’s toughest mental and physical endurance challenge
To further the brand’s continuing success, 2016 will see the start of a very exciting partnership between Tipperary and Hell & Back, Ireland’s toughest mental and physical endurance challenge. This new partnership will be brought to life in-store with a number of promotions that will give consumers the opportunity to win tickets to the Hell & Back challenge as well as a full endurance kit. The promotion will be supported above and below the line.
Tipperary will also continue its partnership with the Dublin City Marathon and its Race Series as well as its partnership between Tipp Kidz and the Saoirse Foundation. Tipp Kidz will continue to work with the BUMBLEance charity to help it achieve its expansion targets for 2016 through a combination of donations and joint fund raising initiatives. This will enable the Saoirse Foundation to help increasing numbers of sick children around Ireland.
May The Force be with you!
Disney is bringing ‘The Force’ to Volvic to make drinking water more fun for children.
Volvic, in collaboration with Disney UK, has created a range of Star Wars branded collectable, limited-edition natural mineral water bottles designed with Star Wars characters.
The bottles are available in five characters, Chewbacca, Stormtrooper, Darth Vader, C-3PO and Boba Fett. Families and fans of Star Wars across the country can purchase these limited-edition bottles from a wide range of retailers since their launch on 1 December, ahead of the release of the new film Star Wars: The Force Awakens in cinemas on 17 December.
Adrienne Toner, Volvic brand manager said: “We are really excited to launch our collectable limited edition bottles of Volvic water featuring Star Wars characters. This is the first time we have launched character-designed bottles in the Ireland and the UK, and we believe they are great for encouraging families to drink more water. They have been available since the beginning of December, and we hope that they will be a hit with Star Wars fans!”
In 2006, Disney became the first major global media company to establish clear nutritional guidelines as part of the company’s ongoing commitment to creating healthier generations by making healthy living simple and fun. This includes developing nutritionally balanced foods for children using its brands and characters.
(Star Wars and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.)
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