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UK-based Minton Spring Water believes the strategy of reserving its premium bottled water brand is paying dividends. Minton is best known for its eponymous water packaged in glass bottles and served at fine hotels, restaurants and brasseries. The company also produces PET formats for outdoor catering activities.

A 33cl PET pack for the brand’s flavoured water range is distributed through sandwich bars, cafes and clubs. But company officials have ruled out any strategy to widen distribution to larger outlets.

A spokesperson told water innovation: “The reason that we have been focusing on non-retail is to keep the brand exclusive. We always felt that, if a restaurant charges customers £3.50 for a bottle of water and they see it in a supermarket priced four or five times less, customers might feel that they were ripped off by the restaurant.”

Launched in 1991, the company sources its water deep in the protected moorlands of Dartmoor. The brand reflects a sophisticated product using a simple, clean label depicting the Minton Crest, with the name Minton alluding to the English heritage.

The approximate throughput of the bottling plant was 2.5 million litres in 2007. The company has achieved a 7% rise in volumes sold and expects to achieve 8% growth in 2008.