If you want to join the global jet set, never mind the super-yachts, $10,000 jeans or weekends at Cap Ferrat. Today’s must-have item is luxury water. The appeal isn’t just mineral content; Austria’s Wildalp brand bottles water under the glow of a Viennese full moon. Others are sourced from freshwater icebergs, Icelandic glaciers and Fijian volcanic springs. Then, consider what’s glued to the bottle, including, yes, Swarovski crystals in the case of Bling H2O. At $40 a litre, the Tennessee-sourced brand recently topped Forbes’s list of the world’s “most outrageously priced items.”
A little over a year ago, B.C.’s Tim and Andrea Bates tapped into the lucrative niche market with a high-priced water sourced in the province’s Coast Mountains range. Priced at $38.50 a litre internationally, or 5,000 times the cost of tap water, 10 Thousand BC launched at last year’s star-thick Sundance Film Festival in Park City, Utah. Today, it’s sold at exclusive health clubs, restaurants and hotels, including Claridge’s Hotel, the London landmark, which, last year, introduced a “water menu.” Already, water connoisseurs – admittedly, still a rare breed – rank the emerging brand among the market’s most prestigious, and pricey, bottles.
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