Provenance in the bottle

Water brand pushes Perthshire roots

LOCAL provenance is seriously important to Scottish shoppers, according to bottled water brand Highland Spring.

The firm’s head of customer marketing Carol Saunders, said research seen by Highland Spring Group points to a consumer desire for more information on the provenance of products in store.

“Our research has shown us that consumers do have an interest in information about  provenance and the impact it has on the taste of the water they choose, both in the still and sparkling categories,” she said.

Saunders highlighted the provenance of Highland Spring, which is bottled in the Ochil Hills, Perthshire, as a key sales driver for the brand.

“Evidence suggests that Scottish provenance is particularly important to Scottish shoppers and consumers.”

Saunders said: “During 2016 and 2017, Highland Spring invested more than £30m in increasing bottling capacity.

“At the same time, the brand received a fresh new look inspired by the Perthshire landscape that is home to the Highland Spring source.”

Highland Spring is also making the most of health and wellness trends, encouraging consumers to make healthy hydration choices so that shopping habits will continue to move in this direction.

In line with this trend, Highland Spring has launched a new ‘Wild-Life’ collectibles pack which aims to drive engagement with children.

Quoting figures that show water accounting for 26% of the overall drinks consumption of children aged five to nine, Saunders said the new pack is expected to be popular with health-conscious parents.

The pack also features the Perthshire landscape, as Highland Spring looks to capitalise on the popularity of Scottish products.

The marketing campaign involves children collecting eight characters including  ‘Sandy the Stag’, ‘Fi the Fox’, and the ‘Wild-Life Gang’- who all enjoy outdoors adventures in the Ochil Hills.

Saunders said: “The new pack is supported by digital activity; with an interactive adventure featuring the characters as they squeeze every last drop out of their day in the Ochil Hills, plus downloadable activity sheets offering families ways to have fun together.”