A Watery Storm Blows Over, Revealing New Growth
A few years ago, when high-end bottled water got slammed with the twin effects of a deep recession and an environmental backlash, many of us called it the perfect storm. A sector that was riding high suddenly was in an impossible situation: only fairly affluent consumers could afford those brands any more, and within that social stratum it suddenly had become unfashionable to be spotted carrying around plastic bottles containing water shipped from halfway around the world.