Bottled Water in Restaurants in South Africa
Smaller pack water covers waters that are served in one-trip bottles and normally is available in sizes under 1.5 litres (330ml, 500ml, 750ml and 1.5litre) and are often a large part of any debate about the environmental concerns over bottled water. Our pet hate in the UK is bottles of water on the tables of restaurants from mainland Europe which often have to travel a long way (geographically and environmentally) before landing in front of us on a table covered with Tapas. There is no good reason why it shouldn’t be an English Bottled water on the table.
Customers in many restaurants in the UK now also have the choice between bottled water, tap water or increasingly a filtered water served from a water marque. The restaurant has a choice about what type of water is served and bottled water is still requested by many customers – in this case we plead with them to only offer water sourced and bottled in England rather than further afield.
Which brings us on to our study of South Africa – and more specifically restaurants around Cape Town. At what stage is the market at here, and what are the options offered to customers. We will add to this over time and hope the resource is useful in showing a different market.
1) Aquabella – Served in a restaurant in Kalk Bay. A water sourced in South Africa – www.aquabella.co.za – and more specifically in the Western Cape so the “water miles” are low. Horrible Flash website to support fairly mediocre branding on the bottle. The label it two sided but feels cheap. The bottle itself is very much a basic, commodity bottle with little that stands out.
2) La Vie De Luc – Clearly opportunities to rebrand as the bottle and label both seem in need of some love – www.laviedeluc.com. Water Miles are again low and the water is again from Franschoek in the Western Cape. A strange french branding that translates as “The Life of Luke”.
3) La Terra De Luc – Strangely similarly named bottles in a Medicare hospital in Cape Town. “Own-label” branding for Western Province Caterers. We think that it may well be the main brand above – hiding themselves doing their private label work. A strange french branding that translates as “The Earth of Luke” – which makes less sense than the quote above but they may have been running out of ideas. Terrible cheap labeling on the bottle but this is very reflective of the discounting environment that exists in the non-premium range of own-label bottling across the world.