What buying factors are most likely affecting consumers who purchase luxury bottled water?
Water is water, right? Not so! The maker of Beverly Hills 90H20 bills its "champagne of waters" as "The World's First Sommelier-Crafted Water." Champagne producers in France (the only region that can legally use the "champagne" label) were not pleased, especially since the water is sourced in California's Sierra Nevada Mountains. At $14 a bottle, this is not your everyday drinking water. The 7.5 alkalinity "silky" water is ideal for pairing with food and wine and comes in a hand-finished, triple-sealed, diamond-like bottle. It is only available in fine restaurants, gourmet markets, and luxury hotels. The 10,000 limited-edition bottles are individually numbered and decorated with custom art, making the bottle a collector's item. This isn't the first for luxury water, though, and is actually somewhat of a bargain. Fillico Beverly Hills (from Japan) costs $100 per bottle. That's without the gold or silver crown cap-you can double the price if you want that. Acqua di Cristallo Tributo Modigliani gold-bottled water tops them all at $60,000 per bottle!