“Water used to not be the coolest category. “That has changed,” says Spitz boss Walter Scherb. The food manufacturer from Attnang-Puchheim (Upper Austria) is active in the alcohol-free segment with its Gasteiner brand, which has a new image. Read here what makes “mineral” cool.
Walter Scherb is dressed entirely in black – as if he has matched his outfit to the black-pink Gasteiner can containing the limited edition of the raspberry-lemon flavored mineral water and which the head of food manufacturer Spitz has placed on the table in front of him.
Gasteiner is the most important drinks brand for the food manufacturer from Attnang-Puchheim and is now increasingly coming into the picture by acting as a partner at music events and even organizing its own concert tour. “Music is my absolute passion,” says Scherb, who initiated this offensive.
An exuberant atmosphere, special moments, it is all intended to increase the consumer’s desire to buy. Canned mineral water no longer surprises anyone – especially since the American brand “Liquid Death” had the Starzinger Group fill still and sparkling water in cans at the Frankenmarkt in the early stages, decorate them with skulls and sell them in America.
Ice Age water in a can is now also marketed as ‘Blue Bomb’; the people behind it are Volker Viechtbauer, a companion of Red Bull founder Didi Mateschitz, and Victor Starzinger.
Natural products with little sugar are becoming increasingly popular
Why is canned water so popular? “In general, we notice that the can as a container is growing very quickly – throughout Europe,” says Scherb. The infinite recyclability of aluminum helps, as does the trend towards natural products with little sugar.
Up to 600 million cans per year from Attnang-Puchheim
Cheerful outfits make it easier for people who don’t want to be seen as boring in an environment where others drink alcohol. Spitz can fill up to 600 million cans per year in Attnang-Puchheim: “The facilities are currently being used very well.”
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
