Not simple water: branding mineral water in Europe in the 20th century

This article discusses the role of brands in the mineral water sector. We consider two cases, San Pellegrino in Italy and Spa in Belgium. The two companies created their brands based on their historical identity and used them as competitive assets to adapt to changes in the mineral water market in the 20th century. The study emphasises two phases: the passage from a healthy source to a water for thermal baths and elite tourism; from an asset linked to health and pleasure to a water for mass consumption. The new lifestyle related to the mass consumption and the improvement of bottling technologies allowed the bottled and labelled mineral water to impose itself as very different from the traditional tap water. Drinking mineral water became a European normal family or restaurant habit. The growth of the market competition obliged producers to advertise the concept that bottled waters had better organoleptic characteristics. Some mineral waters became luxury products.