A LIFESTYLE CHOICE

In water, it’s the products luring drinkers au-fait with the latest booze trends, that are making a splash. Hybrid products that seem to offer both the simple and necessary hydration of water, alongside both functional and sensorial benefits, will continue to emerge, drawing health-conscious drinkers, into new occasions outside of normal functional water consumption moments.

Just as at home behind a bar, as at the gym, pushing water into these new moments through increased functionality is a shrewd play. Will consumers see them as natural enough for their water needs? Will they be a novelty rather than an ingrained, regular purchase?

The success of brands such as Dash Water, which have helped pitch water as that most aspirational of things — a lifestyle choice — suggests they have a chance. In the meantime, expect ever bolder functionality claims to emerge.