The bottled water industry is worth around $15 millions, and most of the time the money is not invested in the water itself but in all the marketing campaign around it. Each brand of water has its own positioning and market strategy to add value to this simple, natural, vital beverage.
Being pure and clear from top natural sources and mountains is not enough to sell anymore, so brands came up with different strategies to create new needs and new behaviors. Evian helps you stay young, Hepar contributes to your balanced diet (it is considered as a FOSHU, Food for Special Health Uses), Fiji or Voss make you a tasteful connoisseur in society, allowing you to get hydrated in style. Meanwhile, more and more studies and reports have made water brands lose their reputation, the actual quality of the liquid failing to match the high standards of their marketing message. This paved the way to new market opportunities, where brands could provide the population with clean and pure water from different sources, for an affordable price, while adding some nutritional values to it. This generated the success of coconut waters, brands like Brita that allows to filter tap water at home, or even more recently black or white charcoal (like the purifying coal sticks from Sort Of Coal). And the latest alternative will be soon widespread in our shops.
Birch water, considered as a “superdrink”, is purely and simply birch sap that can be collected from the trees at the end of winter. The first brand thriving on this market is Sibberi, with bottles retailed in top health/lifestyle/gourmet shops. Directly from the trees to the bottles, Sibberi water is poor in calories as unsweetened and consists in only pure sap water. Even though birch water can be considered as a niche product as the collection process is very particular and impracticable, retail prices are still totally acceptable (around $2 the bottle), regarding the nutritional qualities of the product: electrolytes (to stay properly hydrated) and macro-nutriments like cholesterol-regulator saponin, antioxidants, teeth-friendly xylitol, etc…
“Sourcing birch water is difficult,” says Clara Vaisse, co-founder of UK birch water brand Sibberi. “There is no existing birch water industry per se, and thus no big supplier with existing procedures or an English-speaking commercial team. Birch water supply therefore has to come from multiple, local, small-scale harvests.”
Another positive thing about birch water is the absence of negative impacts on nature and work conditions. Indeed, only a fraction of the sap is used and trees are immediately plugged back, as if nothing happened. And unlike coconut farms, salaries and work condition are good for birch farmers, since it requires specific skills and know-how to work with these trees from Eastern Europe.
This miraculous water is definitely the perfect alternative for a fair, tasty, healthy, eco-friendly beverage. Also perfect for a one-month detox after the heavy period of winter.