Bubbling up: why ‘craft’ sparkling water is being toasted by soft drink lovers


Carbonated water is making a splash as sugary drinks are ditched for healthier options with Instagram-ready packaging. But do we really need water sommeliers?

It’s getting to the point where buying a plastic bottle of still water marks you out as some kind of environmental vandal. But sparkling water? Somehow that’s different. That says you have good taste and care about “clean” drinking. Sparkling water in a can? You’re obviously health-conscious, fashionable and environmentally aware.

The sparkling water wars are upon us, or are at least kicking off in the US and could be heading our way. Last month, PepsiCo launched Bubly, a range of flavoured sparkling waters, packaged in cute, brightly coloured cans. It is going up against the market leader, a brand called La Croix, which has become a hit despite eschewing traditional advertising.

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Guardian Lifestyle - Wed, 21 Mar 2018 12:10:47 GMT

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