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

by swisscham in Hospitality, Retail, Tourism

Nestlé Waters told 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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