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Wed 5 Dec 2007 04:00 AM

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New player in premium water

French mineral water brand Perrier has launched its new premium water product in the Middle East.

French mineral water brand Perrier has launched its new premium water product in the Middle East.

Named Eau De Perrier, the product contains fewer bubbles and is not as strong as traditional Perrier in and effort to appeal to the tastes of Emirati consumers, and capture a greater share of the dining market as a table water.

"Dubai is an established and dynamic market and we feel it is the right time to launch," said Dider Salvage, Nestle Waters zone director for Middle East and Africa. "It is also an opportunity to expose people to international brands," he added.

Perrier hope to take advantage of its brand awareness to establish its product within the premium water sector.

Marketing development manager Djamel Touaibi said, "The main population in the UAE is composed of ex-pats, most of them are European, Asian and American, and due to this population, brand awareness is highest in the region and we do the most business here in the region."

Eau De Perrier will be available in one format only, in a "75cl glass bottle and will target the Horeca table tops as an evening and all day compliment to refreshment," Touaibi said. He also commented that Perrier hope it will also take some of the business away from soft drinks as a healthy alternative.

Perrier will make the product available in both retail and consumer sectors with longstanding partners Gulfco responsible for distribution in the region.

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