Evian is a French company involved in the bottled water business. It specifically bottles and markets mineral water sourced from several areas near the high-market French resort and spa commune Évian-les-Bains in the northern part of the Haute-Savoie department in the Auvergne-Rhône-Alpes region, Southeastern France.
Jean-Charles de Laizer popularized the water found in the commune in 1789. He claimed that drinking from the spring water near the lodging that was home for him for several years helped him cure his illnesses. Doctors investigated this claim during the 1800s and agreed that the water has notable properties that could bring forth health benefits.
Of course, modern researchers would readily disprove this claim since the properties and qualities of the water found around the commune are no different from most sources of spring water and mineral water. However, the hype during the late 1780s and the 1800s allowed Evian to become a reputable French company both in France and across the world.
The Reason Why Evian Water Is Expensive
Evian remains a popular brand of bottled mineral water and also one of the most recognized luxury brands in the world. It is also one of the most expensive brands of drinking water a consumer can buy on the market.
A 500-milliliter bottle retails at around USD 2.50. It is about five times more expensive than average since most branded same-sized bottled mineral water retails for USD 0.50 and unbranded filtered or purified water retails for USD 1.00 per gallon.
Of course, despite claims that the water has higher mineral content, the truth is, there is nothing extraordinarily special about it. There are also other spring water sources across the world with high mineral content. There are also cheaper alternative brands.
Why exactly is Evian water expensive? Of course, part of the reason for the high price tag of this branded mineral water is its value proposition. It is also important to take into consideration other factors that make it expensive. Take note of the following:
• A Premium and Luxury Product: An integral aspect of the marketing mix of this brand is its value proposition that centers on luxury which allows the company to utilize a premium pricing strategy. It is important to note that it is a French luxury brand. The brand has achieved this status through its long history and recognized reputation.
• Maintaining Brand and Reputation: The company also spends a lot on high-impact promotional strategies including high-profile celebrity endorsements and advertisement campaigns. Some of its brand ambassadors include British tennis player Emma Raducanu and British singer and songwriter Dua Lipa.
• Covering Relevant Business Costs: Necessity is another reason Evian water is expensive. The company needs to keep its price high and stiff not only to maintain its established brand identity but also to keep up with its costs. These costs include packaging and regional market distribution costs.
• Expenses Related to Conservation: The company also maintains further its brand identity and reputation, as well as the integrity of its product through environmental conservation. It spends a lot on protecting the water sources from pollution and other potential contamination.
Of course, it is important to note that Evian is not the most expensive bottled mineral water in the world. Some of the most expensive ones include Fine which has a 750ml-bottled water retailing for USD 5.00 and Kona Nigari which sells a 720ml bottle for USD 402.00.
The fact remains that the Evian is more of a mass-market and commercialized brand compared to the more expensive ones. It can be bought in different retail stores both in developed and developing countries. However, it is still a premium brand.
