Harrogate turns on the tap

Harrogate Spring Water has revealed plans to "significantly grow" the on-trade side of its business.

According to the company, independent research identified Harrogate as a water brand that consumers would be highly likely to order in an on-trade setting, due to its premium credentials.

This has resulted in the company's decision to boost distribution of the brand.

"We know we have a strong proposition for the on-trade — we recently put ourselves up against our key competitors in an independent survey, and consumers unanimously voted Harrogate the most premium-looking bottled water brand, as well as the bottle they would be most likely to order in a bar or restaurant," said Paul Martin, managing director at parent company Water Brands. "What better reason for the on-trade to stock it?"

Water Brands said it plans to use the brand's premium position, coupled with strong British and environmental credentials, to attract new buyers.

To support this strategy, the company has just appointed a new senior national account manager, Domenico Maruzza, for Harrogate Spring Water and the Thirsty Planet brand. Maruzza, who has previously worked with Bulmer's and Wray & Nephew, is tasked with increasing listings for the brands in bars, restaurants, hotels and other out-of-home outlets.

"Dom has an innate understanding of the drinks sector and the issues we face," said Martin.

"This is exactly what we need right now to develop Harrogate Spring and also Thirsty Planet, our charity water brand, which raises money to provide clean water in Africa."