Island water labels aim to educate

26 July, 2007

Fiji Water, bottled directly at

source on the island of Viti Levu in Fiji, is relaunching in the UK.

Four back labels have been introduced

to educate consumers about the water 's origin. Available in 50cl square bottles,

the drink has already secured listings in Waitrose, Selfridges and Harvey Nichols.

UK general manager Jennifer Lammer said: "Fiji Water has grown substantially over the past 10 years, so we have invested heavily in our plant in Fiji and added a new bottling line which became operational at the end of 2006.

"This means

we are now on track to supply all our UK customers as well as meet the demand for new Fiji Water fans."

A sampling campaign targeting celebrity events will be rolled out alongside nation al advertising to raiseáthe brand's profile in the UK.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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