When analysing investments, never ever underestimate the power of advertising and marketing in generating sales and revenues. Safe drinking water is available from the tap in many countries, but bottled water is popular.
Through a confection of advertising and marketing, bottled water has become one of the biggest success stories in the modern food and beverage industry.
“The demand for bottle water has grown exponentially in the last few decades,” says Dr Peter Gleick, author of Bottled and Sold.
“It’s doubled, it’s doubled again and its doubled again.
“And the bottle water companies see enormous markets not just in the rich countries but also in the poorer countries.”