{"id":76517,"date":"2024-07-17T11:32:01","date_gmt":"2024-07-17T09:32:01","guid":{"rendered":"https:\/\/visualjournalism.de\/?post_type=magazin&p=76517"},"modified":"2026-10-09T11:56:29","modified_gmt":"2026-10-09T09:56:29","slug":"mineral-water-marketing-how-water-turns-into-gold","status":"publish","type":"magazin","link":"https:\/\/visualjournalism.de\/en\/magazine\/water\/mineral-water-marketing-how-water-turns-into-gold\/","title":{"rendered":"Mineral water marketing: how water turns into gold"},"content":{"rendered":"\r\n
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\n\tWater<\/a><\/div>\r\n

\r\n Mineral water marketing: how water turns into gold <\/h2>\r\n\r\n
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With bold promises and designer bottles, companies turn a basic foodstuff into a luxury good. An investigation.
\nBy Andreas Blauth <\/a>(text and photo)<\/strong><\/p>\n <\/div>\r\n \r\n

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\r\n \"A\r\n <\/figure>\r\n\r\n \r\n Wird <\/span>\r\n \r\n \r\n<\/div>\r\n\r\n\n\n\n

There is something about the romanticised idea<\/strong> of how mineral water gets into the bottle. You want to believe that, in harmony with nature, something pristine and pure is bottled with care, love and passion, one bottle at a time. You want to believe it, even though you know it is complete nonsense, of course. In an industrialised society that increasingly longs to regain a sense of the primordial and of harmony with nature, manufacturers and their marketing agencies have evidently pulled it off: they turn the idea of clear, cleansing, sacred, healing and primordial water, deeply rooted in our cultural history, into bizarre selling points.

More than ever, choosing the right bottled water is now a lifestyle decision too. Yet science has long confirmed that tap water in Germany is generally all you need for a healthy life \u2013 and, contrary to the claims of greenwashing advertising campaigns, it is many times more environmentally friendly than mineral water. Water, say the manufacturers, is not just water.

There is hard water, soft water, tap water, spring water, mountain water. And every brand seems to think it has to offer its own very special water that exists in only a few places in the world, is unique and is tailored to a very particular target group: there is water for athletes, water for men, \u2018living water\u2019 for people who believe in it, healing water, water that supposedly protects nature when we drink it, and of course sparkling water, Germany\u2019s favourite. And because the water companies\u2019 clever marketing quickly leaves consumers unable to see the wood for the trees, there are now water sommeliers who guide the rich and beautiful through the thicket of luxury water brands. An overview of the most bizarre ways of marketing water.<\/p>\n\n\n\n

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1. Pure ice-crystal water<\/h2>\n\n \n <\/div>\n\n \n\n\n\n\n

A popular selling point: melted ice-crystal water. The brand \u201810 Thousand BC\u2019 markets its water as especially pure because it has supposedly \u2018never touched the ground\u2019. A bottle costs 20 euros. Even more expensive, at 65 euros per 0.75 litres, is \u2018Svalbar\u00f0i\u2019. The water is taken from a Norwegian iceberg in the Kongsfjord near the North Pole. It is melted and supposedly bottled by hand.<\/p>\n\n\n\n

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2. The more expensive the bottle, the more precious the water<\/h2>\n\n \n <\/div>\n\n \n\n\n\n\n

The brand \u2018Filico Roi\u2019 shows that water quality is above all a matter of packaging: a Japanese water advertised as particularly soft that supposedly flows through a granite mountain range. Only when you see the packaging does it become clear that consumers are paying the roughly 200 euros per litre not so much for the water itself as for the bottle, decorated with so-called Swarovski crystals and a golden crown.<\/p>\n\n\n\n

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3. Purifying and revitalising water<\/h2>\n\n \n <\/div>\n\n \n\n\n\n\n

Manufacturers of water treatment devices claim that tap water, for example, loses its \u2018vitality\u2019 not only through pollutants but also through \u2018subtle\u2019 influences such as \u2018electromagnetic\u2019 interference. Producers of so-called \u2018osmosis systems\u2019, which cost up to 2,000 euros, use quality seals they have made up themselves to promise that they can clean such damaged water first physically and then on a \u2018subtle\u2019 level, and then \u2018revitalise\u2019 and \u2018energise\u2019 it again using, among other things, certain vortex techniques. There is no scientific proof that such devices work. According to the idea of so-called \u2018hexagonal water\u2019, water can store information which ordinary water supposedly loses. A vortex device, it is claimed, can put this right.<\/p>\n\n\n\n

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4. Light-infused water for spiritual free spirits<\/h2>\n\n \n <\/div>\n\n \n\n\n\n\n

The brand \u2018St. Leonhards\u2019 is available in many organic shops and so is not in the extreme luxury segment, but at around 2 euros it targets the market for fairly well-off free spirits with a penchant for esotericism as \u2018revitalised\u2019 water. The Bavarian producer shows that all you really need to stand out is imaginative fairy tales and a few myths: its \u2018moon water\u2019 is said to be bottled only at full moon \u2013 on the premise that it then has particularly high \u2018energy\u2019. According to the producer, \u2018bioenergetic frequency measurements of the full-moon bottling found 61 positive frequencies\u2019 that \u2018can support body, soul and spirit\u2019. St. Leonhards also advertises other product lines with such barely legal promises of healing: the \u2018Lichtquelle\u2019 (source of light) promises, with all \u20187 frequencies of light\u2019, to help you \u2018preserve your inner light\u2019 even in low moods. Another water, labelled \u2018Ich bin die Quelle\u2019 (I am the source), is supposed to let \u2018sensitive\u2019 people enter into \u2018resonance\u2019 with the water through \u201889 positive frequencies\u2019.<\/p>\n\n\n\n

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5. Volvic\u2019s water for men<\/h2>\n\n \n <\/div>\n\n \n\n\n\n\n

The French water producer Volvic launched a particularly absurd advertising campaign: in 2007, during the Rugby World Cup, the company marketed a still water and a lemon-flavoured one under the product line \u2018Quinze de Volvic\u2019 as water just for men. What exactly is male about the water remains a mystery to this day. At any rate, no testosterone was found in it.<\/p>\n\n\n\n

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6. Water from the other side of the world<\/h2>\n\n \n <\/div>\n\n \n\n\n\n\n

While most people in Germany drink water from springs in their own country and regional origin is the selling point, Fiji Water has managed to spread the story that it is worth shipping water from the Fiji Islands halfway round the globe to Europe and the USA. In doing so, the producer has brought luxury water into the mainstream. The water, which is particularly soft thanks to the silica it contains, can be seen in American TV series and films. On social media there is real hype around it. Water from the Fiji Islands has thus established itself as a lifestyle drink, as if it were a lemonade or a cocktail. After all, whatever the rich quench their thirst with, everyone else wants too. Fans of the water \u2013 among them many Hollywood stars \u2013 describe it as soft, pure and pristine. It is, they say, water that really does still come from the untouched \u2018nature\u2019 of the Fiji Islands, before being bottled just as naturally in small plastic bottles and sold for almost five euros a litre.<\/p>\n\n\n\n

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\n TO THE MAGAZINE HOMEPAGE<\/a>\n <\/div>\n<\/div>\n","protected":false},"author":62,"featured_media":45721,"template":"","tags":[427],"magazinkategorie":[421],"class_list":["post-76517","magazin","type-magazin","status-publish","has-post-thumbnail","hentry","tag-water-en","magazinkategorie-water"],"acf":[],"yoast_head":"\nMineral water marketing: how water turns into gold<\/title>\n<meta name=\"description\" content=\"With bold promises and designer bottles, companies turn a basic foodstuff into a luxury good. 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