Nestlé Waters Excited by Perrier’s ‘Hyper-Premium’ Appeal to Chinese Sophisticates

by swisscham in Hospitality, Retail, Tourism

Nestlé Waters told beveragedaily.com it is excited by Perrier’s growth prospects in China where the carbonated mineral water commands an ultra-premium price. Muriel Koch, Nestlé Waters’ marketing manager told this website that Perrier – which celebrated its 150th anniversary last year as it topped the 1bn+ package production mark – is keen to build volumes abroad. Explaining that Perrier sees Russia and Japan as promising markets, Koch turned to China. “We are preparing a very special launch for the brand. Perrier’s been there for 20 years already, so is well known, but it’s hyper-premium and only distributed in very high-end outlets in the big Tier 1 cities [Beijing, Shanghai, Guanzhou],” she said. “It’s really a product to be seen with,” Koch added. “The Chinese people don’t really drink at home. They save during the week in order to be seen at the weekend with a friend in Starbucks. “It’s the same for Perrier, which marks people out as a connoisseur or a sophisticate, drinking a special water from France with a special taste,” Koch said, adding that despite tiny volumes given China’s size and population, Nestlé Waters saw great promise for the brand.

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