What Makes a Bottled Water Premium?

Bottled water is often seen as a simple product, yet not all bottled waters are the same. Some stand out due to their exceptional quality, unique characteristics, and carefully controlled production processes, making them premium. But what defines premium?

Several factors contribute to this distinction, including the source of the water, its mineral composition, the bottling process, packaging, and exclusivity. The geological environment from which the water is sourced influences its purity and taste, while strict regulations ensure its integrity. Additionally, premium bottled waters often emphasise sophisticated presentation, sustainable practices, and rarity, reinforcing their value.

Types of Bottled Water

Not all bottled water is the same. The source, treatment process, and mineral content define its category, with some waters offering naturally high levels of minerals, while others focus on purity and smooth taste. The most premium waters often have strict legal protection, a unique geological origin, and an untouched natural composition. Below are the primary categories of bottled water that contribute to the premium segment.

Natural Mineral Water

Natural Mineral Water is legally protected and strictly regulated in the UK and the EU. It must come from a recognised underground source and maintain a stable mineral composition, meaning it cannot undergo any chemical treatment or purification.

Naturally Carbonated Natural Mineral Water

This water naturally contains dissolved carbon dioxide (CO₂) at the source, resulting in gentle, natural effervescence. Unlike artificially carbonated waters, these retain their carbonation from nature, making them unique in mouthfeel in addition to naturally occurring minerals.

Spring Water

Spring water is a type of bottled water sourced from an underground origin. It can also include groundwater that has undergone extensive filtration to remove sediments. As a result, its mineral content may vary over time.

The Foundation of Premium Water

The origin of bottled water is fundamental in determining its premium status. The geological characteristics of the source significantly influence the water’s mineral content, taste, and overall quality.

Geology’s Role in Water Quality

As water travels through various rock formations, it absorbs minerals that define its unique profile. The type of rocks and the duration of filtration play crucial roles in this process.

For example:

• Acqua Panna: Originating from Tuscany, Acqua Panna is renowned for its smooth taste, attributed to its low mineral content. The water’s journey through the Apennine Mountains allows it to acquire a unique mineral balance, resulting in its light and refreshing profile.

• Vichy Catalan: Hailing from Spain’s thermal springs, Vichy Catalan boasts a high mineral content, particularly rich in bicarbonates. This composition is believed to offer digestive benefits, making it a favoured choice for those seeking functional health advantages from their water.
  
• Badoit: Sourced from Saint-Galmier in France, Badoit is naturally carbonated as it emerges from the ground. This natural effervescence, combined with its mineral composition, gives Badoit its characteristic light sparkle and subtle taste.
  
• Borjomi: Originating from the Borjomi Gorge in Georgia, this water rises from deep within the earth, naturally enriched with minerals and carbon dioxide. Its distinct taste and natural carbonation have made it a staple in many households seeking a premium sparkling water experience.

While some brands opt for artificial carbonation, the finest premium waters retain their natural effervescence, offering a more authentic and refined taste profile.

The geological journey and natural carbonation processes are pivotal in defining the premium qualities of these bottled waters, setting them apart in terms of taste, health benefits, and overall drinking experience.

The Bottling Process

The integrity of premium bottled water is upheld through stringent regulations and meticulous bottling practices designed to preserve its natural qualities.

In the European Union, Natural Mineral Water is one of the most strictly regulated food products. It is the only consumable that requires official government approval before being sold to the public. To gain this designation, it must be formally recognised by the relevant national authorities in the country of origin and must comply with stringent quality standards to guarantee it is free from contaminants.

Once a water source is designated as Natural Mineral Water, it cannot undergo any treatment that alters its natural composition. Permissible treatments are limited to the removal of unstable elements, such as iron and sulfur compounds, through processes like decantation or filtration. These measures ensure that the water’s original purity and mineral balance remain intact.

To maintain purity, many premium bottled water brands implement bottling processes that minimise human intervention. A notable example is FIJI Water, which is sourced from an artesian aquifer in Viti Levu, Fiji. The water is drawn directly from the aquifer using a sealed system that prevents exposure to air or human contact until the bottle is opened by the consumer. This method ensures that the water remains untouched and retains its natural composition throughout the bottling process.

By adhering to these strict regulations and employing careful bottling practices, premium bottled water brands ensure that consumers receive a product that is both pure and of the highest quality.

Packing, Branding, and Popularity

With consumerism, it’s not always the contents of a product that determine its status – packaging, branding, and marketing strategies play an equally significant role. In many cases, a product’s perceived value is shaped by how it is presented, positioned, and promoted, rather than its inherent qualities. The bottled water industry is no exception, where the choice of materials, branding collaborations, and sustainability trends all contribute to a water’s ranking in the premium market.

Luxury Packaging Enhances Perception

Premium bottled water brands frequently opt for glass over plastic for exclusivity and sustainability. The choice of bottle design can boost a product’s appeal, making it more desirable regardless of the water inside.

For example, VOSS Water is recognised as much for its sleek, cylindrical glass bottle as for its Norwegian artesian source. Its modern, minimalist aesthetic has made it a staple in high-end hotels, restaurants, and celebrity endorsements, reinforcing its premium positioning.

Collaborations

Limited-edition releases and collaborations with luxury brands can further elevate a water’s status, linking it to fashion, exclusivity, and prestige. 

A prime example is Evian, which has partnered with renowned designers such as Balmain, Virgil Abloh, and Christian Lacroix to create collectable, limited-edition bottles. Or S.Pellegrino, which has partnered with esteemed Italian brands such as Missoni and Bulgari to create special edition bottles. These collaborations celebrate Italian excellence and craftsmanship, reinforcing S. Pellegrino’s image as a symbol of fine dining and sophisticated taste.

These partnerships merge the worlds of high fashion and premium hydration, making the product as much about lifestyle branding as about the water itself.

Sustainability in Premium Water

Modern consumers increasingly value environmental responsibility. Brands like NEUE Water have responded by introducing bottles made entirely from 100% recycled PET (rPET), combining luxury with sustainability. This approach not only appeals to eco-conscious consumers but also strengthens the brand’s image as a forward-thinking leader in the premium market.

A Matter of Prestige

Certain brands distinguish themselves in the premium bottled water market through exclusivity, unique sourcing, and strategic positioning, elevating their status among discerning consumers.

Fine dining establishments, luxury hotels, and private clubs often select premium bottled waters to complement their offerings. Some bottled waters derive their exclusivity from their rare and remote sources. Svalbarði Polar Iceberg Water, for example, is harvested from icebergs in the Arctic waters surrounding the Svalbard archipelago, located approximately 1,000 kilometres from the North Pole. This meticulous gathering process, combined with the pristine nature of the source, makes it one of the world’s most exclusive waters.

What Defines Premium Bottled Water?

Premium bottled water is defined by a combination of natural origin, mineral composition, bottling process, presentation, and exclusivity. The world’s most sought-after waters are valued not only for their hydration benefits but also for their unique geological characteristics, stringent purity standards, and refined branding.

While hydration remains the fundamental purpose of bottled water, premium waters offer an elevated experience, appealing to those who value authenticity, quality, and craftsmanship in their choices.

Discover your perfect bottled water today – explore our collection and experience the difference of premium hydration.