Following the pandemic, consumers are increasingly on the lookout for healthy products and changing their consumption habits in favor of “free-from” and “clean-label” products. They are prioritizing brands using healthy ingredients that are good for well-being and for the environment.

As the question of eating well and drinking well is becoming more and more important, brands that are positioned in this segment will thrive, as the rest – if refusing to adapt, will die. 

In an industry where the top players revolve around alcoholic beverages and sugar-loaded carbonated drinks (Anheuser-Busch InBev, The Coca-Cola Company, and Nestle) – it is up to innovative companies to get market share by presenting a strong value proposition aligned with consumer future needs. 

Promoting ecological water consumption

BE WTR is a Swiss-Swedish company on the mission to eliminate the purchase of water bottles in single-use plastics – which is one of today’s largest sustainability problems on a global level. With their products, consumers can now simply upgrade their own tap water by installing the BE WTR. Out comes filtered, chilled water either still or sparkling – directly through your kitchen tap. Many of their direct clients are retailers who are adding quality and sustainable water to the in-store experience they provide their customers. 

“Many of our clients are retailers that want to offer something fresh to their clients and employees. Especially now, when people are buying more and more online it is important to offer an IRL experience. We become a nice part of that experience” explains Emilia Molin. 

Nespresso & BE WTR, allies with sustainability at the heart

Emilia is the Managing Director of both Nespresso B2B and BE WTR – part of the same portfolio (together with Kusmi Tea). In regards to Nespresso Professional activities in Sweden, their clients are mainly offices, hotels, and restaurants that want to be able to offer their customers premium coffee and water but in a long-term sustainable way.

“Nespresso is part of fantastic projects within both social and environmental sustainability. For example, we’re part of Bcorporation and the AAA program. We also work closely with farmers to make sure they get fair pay, can develop their farms, and use their land in a sustainable way. We also help all our customers to properly recycle their coffee capsules.”

A crucial part of that customer interaction is also for brands to stand for something and today that includes having a clear strategy for sustainability and your environmental footprint as a brand. According to Emilia, the key is to find solutions, and opportunities, that are both good for business and good for the planet. Sustainable commercial growth is key when looking at the present and into the future. 

“There is a John Lennon quote I love ‘Everything will be ok in the end. If it’s not ok, then it’s not the end.’ We are living in turbulent times with war, energy crisis, inflation, the lack of real action on sustainability etc. It’s easy to despair. We need change. In ten years’ time we will all be part of that change.” says Emilia. 

Embracing the future of retail relies on a strong core product 

When looking at the future for BE WTR, Emilia falls back on the importance of advocating a vision and taking a stand – also as a commercial brand. She means that by having clear values, a strong belief, and striving for transparency a brand is reinforcing its position. But nothing goes without having a strong core product to start with. 

“At BE WTR we have an amazing vision and a really strong R&D team that reassures us that we have smart, innovative products that are disrupting the bottled water industry and constantly lead the way in our segment.”

It is a further product development and market expansion that are the two main future focuses of BE WTR. Their latest product BE WTR Air is about to be launched which is a patented series of systems that gives consumers a completely new water experience. 

“You know when you’re out trekking in the mountains and finally find that crystal clear creek where the water tastes better, fresher, and more alive than anything you have ever tasted before? That’s the feeling you get with BE WTR, directly from your own tap.”

It is with products like this that BE WTR is aiming to achieve its mission of helping people to abandon the bottled water industry forever. With their revolutionizing products, they are now opening in markets such as Dubai, France, Singapore, and Germany. 

Joining an innovative community of potential customers

BE WTR is a member of Epicenter Store, the first experimental hub for retailers. They decided to locate there to benefit from the space to host meetings in, the retail-focus Community, and the opportunity to be in the center of Stockholm. 

“By being part of the innovative community at Store we get new contacts, new ideas, and a lot of positive input. Almost every time I’m in the building someone wants to talk about coffee and water with me. They give us leads on potential clients or want to organize joint events with us. I love it!” concluded Emilia. 

If you are interested in trying BE WTR at Epicenter Store (Regeringsgatan 61), reach out to emilia.molin@nespresso-pro.se to schedule an appointment.