15 mins read

The first water brand based on your local tap water

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.

Downloads our Retail Trend Analysis

Once you have submitted the form you will receive an email with a download link for the playbook.

Epicenter 2023 Wrap-Up:
Epicenter
As we finalize 2023, and get ready for 2024, we reflect on a year filled with groundbreaking events, innovative initiatives, and collaborative efforts across our three houses located in Stockholm, Helsinki, and Oslo. Let's take a moment to revisit and celebrate this year’s highlights.   Oslo: Embracing the Future of…
Meet Bryntum
Bryntum
Bryntum, a developer of world-class web components and a longtime member (7+ years) of Epicenter, has achieved extraordinary growth over the last decade. Established by Mats Bryntse in 2009, Bryntum currently provides its products & services to thousands of companies in 80 countries, including Apple, Netflix, Intel, BMW, and the…
Picking up on inner sustainability
Creative Director, Founder and partner at Awake
Awake is a communication agency with a twist - and of course a member at Epicenter. We had a talk with Creative Director, Founder and partner, Marte Alstad Hansen, to get to know these sustainability driven ladies a little better and hear from the source: What is it that makes Awake tick?…
Marko Rytkönen, Country Manager
Vaimo Finland
Digital commerce company Vaimo recently expanded its membership from Epicenter Stockholm to Epicenter Helsinki. We had a chat with their Country Manager Marko Rytkönen, who has been working at Vaimo since its first steps in Finland ten years ago. He explained how digital commerce has been embraced by the majority…
Innovation Across Boarders.
Singapore & The Nordics.
Why Enterprise Singapore partnered with Nordic expertise to support local entrepreneurs in their international growth.  At Epicenter we work on a lot of international projects where we see clearly how innovation accelerates when ideas and ways of working are exchanged across borders and cultures. To give you some inspiration, we…
Digitalisation of Properties.
A PropTech Cluster.
How you reach higher impact when collaborating within an industry. At Epicenter we believe that we reach more impact when we collaborate within and across industries, businesses and even competitors. With our clusters we gather companies and individuals around a common challenge or question that we innovate around together.  One…
DBT
Alexis Kopylov, CEO & Co-Founder.
An interview with DBT Founder & CEO Alexis Kopylov DBT, founded by Alexis Kopylov in 2017, is a SMEs specialist lender on the mission to enable innovation and growth for fast growing start-ups and scale-ups. When DBT started their journey they were only two people working from the open workspace…
Swish
Charlotta Lindblad, Marketing and Communications Manager
With changing attitudes among brick-and-mortar shoppers, consumers are less comfortable physically interacting with strangers or electronic equipment, and they have less patience for slow processes. Retail payment trends moving away from cash and chip readers, toward contactless and faster alternatives. As Buy Now Pay Later transactions are projected to reach…
Treedy's
Cindy Adriaens, Business Developer
After nearly two years of disruption, the global fashion industry is starting to recover slowly. Companies are adapting to new consumer priorities, and digital is providing a nexus for growth.  Still, the industry faces significant challenges in supply-chain disruption, patchy demand, and persistent pressure on the bottom line. With the…
Kronans Apotek
Linda Wakeham, Lead PR, Strategy & Relations
The pandemic has resulted in a rapid shift toward digital for virtually every industry, including those that were previously slower to adapt to digital change. The pharmaceutical industry is one of them.  Greater health knowledge access through technology has changed how patients research medications and personal health topics, how they…
Adoveo
Lovisa Wachtmeister Bååth, CEO
The retail experience is changing and will continue to change, but there is one thing we can now be sure of: People are always going to shop. And as new challenges present for retailers, opportunities also do.  Technology has become an integral part of the retail experience and retailers can…
X
X
X