In a Year of Extremes, Water is Still the Essential Nutrient: The 2020 Global Water Drinks Awards

Not even a global pandemic can stop water from flowing. Due to Covid, the Global Water Drinks Awards and Congress, which was to be held live in Scotland in October 2020, went online for the first time in its near 20 year history. Formerly called the Global Bottled Water Awards, Zenith International, who run the Awards and Congress, decided to re-name it and take the necessary precautions to host it virtually. I have attended live conferences in past years and it’s an excellent opportunity to find out what is trending worldwide with packaged water, be that natural spring water, flavored waters or functional waters, of which the alkaline category is seeing tremendous global growth. Also showing strong performance are CBD, and collagen waters As the single most influential event for the global water drinks industry, the Congress typically attracts between 150 to 200 participants from all over the world, though more signed up for the virtual gathering. The event provides industry leaders, entrepreneurs, suppliers, customers and advisers with a complete overview of the water drinks market, current developments and what is trending. The theme for 2020 was “Beyond the Bottle,” reflecting a focus on innovation into water drinks, packaging, technology and broader business questions raised by the coronavirus pandemic. All five leading international producers gave presentations including Coca-Cola, Danone, Nestlé, Niagara Bottling, and PepsiCo. “We no longer talk about bottled water, since there are many packaging alternatives,” says Richard Hall, chairman of event organizers, Zenith Global, the food and drink experts. “There are also many product alternatives in added flavors and functions. And now companies are exploring opportunities beyond drink packaging in capsules and dispense,” he said. Hall also stated that global brand acquisitions in the water drinks sector more than doubled in 2020. Additionally, reflecting the growing packaged water landscape, the award categories (all listed below) have been expanded to accommodate current trends and market changes. These include CBD waters, social media initiatives and how its use helps promote a company’s water, and environmental and sustainability goals. For the awards, there were 160 entries across 16 categories from 27 countries. An award from this competition can not only help with distribution, but some past winners have seen an increase in sales of nearly 30%. Congratulations to the many winners listed below! Best Natural Still Water Concept Drinks – Pure Iceberg Lofoten Arctic Water – Lofoten Arctic Water Best Natural Sparkling Water Lofoten Arctic Water – Lofoten Arctic Water Best Flavored Water Flow Water Inc. – Flow Water Best Functional Water San Benedetto – San Benedetto SKINCARE Best CBD Water DrinkThreeDots – DrinkThreeDots Best New Brand/Brand Extension Flow Water Inc. – Flow Water Best New Water Concept Chicago Beverage LLC – ÈSSE Water LUQEL – LUQEL Water Station Excellence Best in Can Lofoten Arctic Water – Lofoten Arctic Water Best in Carton Drinks Cubed – Drinks Cubed The Happy Healthy Kids Co – WaWaah Water Best in Glass Jusqi – SPARKEAU Best in PET Kofola ČeskoSlovensko – Kláštorná Kalcia Best Packaging/Label Design Jusqi – SPARKEAU Best Cap/Closure Aptar Food + Beverage – Rocket : Next Generation Sport Cap Carpathian Springs – Aqua Carpatica Kids Best Technology Innovation LUQEL – LUQEL Water Station Excellence Best Marketing/Social Media Campaign Path – Pathwater Earth Day 2020 Best CSR Initiative Generation HOPE – HOPE IN A BOX

Going Global: Bottled Water Awards in Prague

Overlooking the historic and stunningly beautiful city of Prague in the Czech Republic, the 13th Annual Global Bottled Water Congress and Awards, held in October, were flush with new bottled waters, new concepts and innovation. As professional water judge I was thrilled to be asked to be a judge at this years event.

The city view of Prague from the Congress

I have been a water judge at the Berkeley Springs International WaterTasting for a decade, so when the organizer of the Prague event, Zenith Global Ltd. based in Bath England, asked if I would consider being a judge, I did not hesitate. I judged entries in multiple categories including taste, package design, brand innovation, new closure technology (bottle caps), and even social media campaigns. There were 100 entries from 25 countries including places you would expect like the US, Europe, Australia, and the Czech Republic itself, but also lesser-known places like Trinidad & Tobago, Suriname, Oman and Morocco – proof that bottled water is truly global.

With Nick Crossland (L) of Zenith at the Awards

In spite of criticism about bottled water, sales are up across the globe with predicted growth between 7-9%, according to Zenith. You may not think too much about water, but it is nonetheless a fascinating liquid and what is often overlooked is that the water we drink has within it the residual fingerprint of where it came from. Water from Russia is vastly different than water from Chile, or North Dakota. The hydro-geologic process ensures that pure waters consumed or bottled at their source retain the specifics of the rock, sand, limestone, granite, volcanic compounds, and everything else the water filters through, making that water truly unique.

One of the many vendors who attend

Not all bottled water is from a naturally occurring source of course; some is municipal water that has been re-treated and packaged for sale. Regardless, according to data compiled by Zenith from 2011 to 2016 consumption of bottled water was up 100 billion liters globally outpacing tea, milk and coffee. The awards certainly help to provide support for their market share as in the taste category as Lofoten Water from Norway was the winner for Best Natural Water Taste. Best Flavored Water Taste went to Mattoni Magnesia Red from Karlovarské Minerální Vody based in the Czech Republic.

But the Congress was not just awards, it was also a place for thought provoking discussion. Questions were brought up that, given the current state of the migration crisis in Europe does that help or hurt sales of bottled water? It’s easy to forget that as migrants flee war-torn areas, one of the basics they need is water. And where do they get water as they are constantly on the move? The eventual promise of financially active migrants, once situated into their new homes in a new country, could provide many future opportunities for bottled water companies. Another interesting take on the Congress was series of immediate polls conducted live with the attendees. One such poll asked what was more important about bottled water; healthy hydration, water source, taste, or promoting a lack of chemical compounds in water? Surprisingly 75% of attendees said “healthy hydration” was the most important message, even over taste. As a writer who covers water, a water judge, wine and spirits judge and food writer for 10 years, taste is of the utmost importance to me, but alas, not to everyone.

The dramatic and historic Charles Bridge

Another poll posited what was the greatest threat to the bottled water industry? Answers included waste and litter, access to natural water sources, comprehensive recycling and the like. But surprisingly 27% of respondents, a slim majority, said the constant media criticism about the bottled water industry was the biggest concern and threat to the industry overall. Yet in spite of a prevalent media bias (you can see a glaring example of this in my response to a Washington Post article HERE), consumers make the irrefutable verdict with their wallets, and this is why sales of bottled water are still on the rise regardless of an unfriendly media. Our global population will always need bottled water drawn from safe and secure sources, and the Global Bottled Water Congress provides a chance for bottled water to get the recognition and respect it deserves.