Coca-Cola taps premium water trend with Glaceau launch
Coca-Cola South Pacific has tapped into the premium water trend with the launch of a 'vapour-distilled mineralised water' in Australia today.
The introduction of Glaceau Smartwater is aimed at expanding the Australian water category by targeting the 18-34 year-old demographic.
The brand is positioned between ‘everyday’ and ‘ultra-premium’ water brands and arrives on the back of global success.
Coca-Cola claims Glaceau Smartwater is currently the number one premium water brand in the US.
It is made using a vapour distillation process inspired by the natural purification process, or the 'hydrologic cycle', according to the company.
Calcium, magnesium and potassium is added to provide a clean taste.
With a unique bottle design, Glaceau is designed to appeal to on-the-go, style-conscious consumers looking for something a little extra from their water.
It will be sold in 12 x 700ml sports cap lid packs.
