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This isn't about following the herd and jumping on the latest beverage bandwagon. Nor is it about being a brand solely dependent on the whim of a fleeting drink fad - which can become irrelevant just as fast.
This is about understanding that function is driving growth in the beverage sector across the globe. An understanding that it will dramatically influence why, when and how we drink the most consumed beverage...water. It's about a responsibility to take action and ensure that our oceans are no longer being littered with single-use plastic wreaking havoc on many ecosystems.
This is about re-shaping the packaged water category for a greater good - ourselves and nature. Because all roads suggest that the future of water will no longer be just water.