Mineral Water

In South Africa, only those who took their pretensions very seriously ordered expensive mineral water on a regular basis a decade or so ago.Today drinking bottled water has become de rigueur, if not downright cool. Not only are we now far more health conscious than ever before, but our palates have become more sophisticated, with the result that the vaguely metallic taste sometimes exhibited by tap water simply won't do anymore, especially when we're out wining and dining. What's more, the proliferation of local producers has made bottled water more affordable.

But shrewd marketing is probably the main reason why bottled water took off. Employing subliminal strategies that involved incentivising gilt-edged celebrities to sip in public, the marketers persuaded us that the world's most boring drink is actually very sexy.

As trends go, this one's a real biggie - and growing. Our markets may be behind those of Europe and the UK (where total bottled water sales last year reached £1 billion), but in 2002 the local bottled market was up 22% to 90 million litres per annum, and projected to grow by a further 20% a year for the next five years!

Demand for bottled water is, in fact, growing faster than that for carbonated drinks such as Coke. So it came as no surprise to those in the beverage industry when the giant Coca-Cola company moved into the market, first launching Bonaqua then, earlier this year, buying Valpré, South Africa's leading bottled water brand, from SABMiller.

Nestlé, which owns Valvita, SA's second biggest bottled water brand, estimates SA's entire bottled water market to be worth about R400 million a year.

Stats such as these of course inspire entrepreneurial thinking. A few years ago the enterprising owner of a smallholding outside Cape Town looked at his well and had a brainwave. Over the next few months he crudely filtered hundreds of litres of its water, bottled it and sold it to guesthouses. Nobody asked any questions: the bottles carried well-designed labels and the copy had an authoritative ring.

A second brainwave saw him streamlining the production process further by simply filtering and bottling tap water!

In 1997, to protect consumers from such conmen and other unscrupulous operators - and to safeguard the interests of bona fide members of the industry - the South African Natural Bottled Water Association (Sanbwa) was formed. Sanbwa operates by ensuring that all its members, who constitute at least 80% of the natural mineral water produced in South Africa, comply with its stringent standards and internationally accepted procedures.

Among its criteria are certified pollution-free sources, quality control throughout the bottling process and accurate labelling. Each member is formally audited and products are tested from random trade samples on a monthly basis.

"Sanbwa is SABS approved," says Charlotte Metcalf, Sanbwa technical manager, "so the Sanbwa logo offers consumers real peace of mind."

EVERYTHING YOU'VE EVER WANTED TO ASK. . .
What's the difference between natural, spring and mineral water?
Natural water is any bottled spring or mineral water, derived from an underground formation and not a municipal or public water supply. No modification other than filtration and/or ultra-violet light treatment is permitted.
Mineral water is natural water derived directly from subterranean rock by means of a spring, well or borehole.

Spring water is mineral water that flows naturally to the surface of the earth (not via a well or borehole).

How is natural mineral water created?
Subterranean water undergoes natural filtration and purification as it travels through aquifer (geological strata that can carry and transmit water) over an extended period of time. The specific natural mineral composition of the water is acquired from the rock strata and therefore differs from one geological area to the next.

Is bottled water bacteria free?
No, because it is unchlorinated, there will be micro-organisms present. But if the water is Sanbwa endorsed, it will be free of harmful bacteria, such as E Coli and other coliforms.

Not all bacteria are bad for you: in fact, our digestive system depends on some natural flora to function effectively.

Why does bottled water often carry a sell-by date?
This is used mainly for stock rotation purposes. It does not mean the water is substandard after this date.

If stored appropriately, still natural mineral water will keep indefinitely, but sparkling water, due to its carbon dioxide content, has a more limited shelf life.

Which type of bottled water accompanies wine best?
As with wine, water preferences are very subjective. Generally, your best bet is water with a mild taste and a fairly neutral pH.
For expert advice contact Sanbwa on 011 884 5916.

A WATERY NOSE AND A WET PALATE?
If you're still disinclined to take water seriously, consider this: the Ritz-Carlton in New York recently appointed the world's first bottled water sommelier. Filip Wretman, a man passionate about the effect of origin, mineral content and carbonation on the taste of various types of water, guides diners on how to pair water with food and wine.