Simon Woolley: I returned to New Zealand at the beginning of 2003 after six years abroad and was staggered to find there was no New Zealand water packaged in glass for the restaurant table. I researched the concept, and over discussion with a group of friends, we decided we needed to fill the gap. Our aim was to produce ‘the world’s best water from the world’s purest country’.
Through a steep learning curve and lots of determination, we’ve gradually grown Antipodes as a company organically; the growth has been fuelled by a heady mixture of passion and demand.
How is the bottled water market currently faring in New Zealand?
Woolley: It continues to grow at a steady rate. It’s still one of the lowest consumers of bottled water per head in developed countries.
As the standard of good-tasting water from public utility companies decreases, and the focus on health awareness increases, I see good long-term growth for the category.
Can you briefly outline the range of water products that you offer?
Woolley: 500ml still in glass, 500ml sparkling in glass, 1-litre still in glass and 1-litre sparkling in glass.
Which countries do you export to?
Woolley: Australia, Mexico, the US, the UK, Spain, Hong Kong, China, Taiwan, Maldives, Korea and UAE.
What kind of locations do you supply the water to, and why did you decide not to stock the water in supermarkets? Does it add to its exclusive appeal?
Woolley: When we launched, we sold exclusively to the on-premise market: restaurants, bars, cafes, hotels, lodges and caterers. The point was to target a market where quality, not price, was the issue. The natural market for quality was at the premium end of the on-premise market.
We were also constrained by bottling capacity, and until we resolved this mid-2007 by building a new bottling plant at source with a much larger capacity, we were unable to grow at any rate. During this period, we discovered we won amazing loyalty by being a boutique producer focused on quality and provenance. We realised that our customers supported our organic growth, as this sector is always looking for a point of difference. As we grew, our clients felt very much a part of our success.
How have you boasted sales despite the international economic downturn?
Woolley: We’ve been able to increase our sales by being true to our home market – New Zealand and Australia – by focusing all of our attention on the issues the industry has and trying to help resolve the downturn in spending.
A large part of this was helped by my restaurant consulting background and a real focus on water education. We found that a sound knowledge of our product gave our customers the confidence in making the water sale.
What’s your main ethos?
Woolley: To deliver what we promise and stick to our original aim of producing the world’s best water from the world’s purest country.
How would you define your marketing strategy?
Woolley: Staying focused at the premium end; not compromising on quality; being the best water option for the best restaurant tables in the world, not just through what we say, but through what we deliver.
How important is the packaging and labelling of the products when it comes to attracting consumers? Do you think that simplicity lets the water speak for itself?
Woolley: Absolutely. My partners and I have talked about this at length and we believe that the water quality, packaging, design and our respect for the brand all play an important part in the complete Antipodes experience.
Before we launched, we made sure we were all happy with every aspect. We figured if we launched a product we were all 100% happy with and it failed, it would have been because it was a bad idea. It didn’t fail!
Who drinks the waters? Can you describe Antipodes’ typical consumer?
Woolley: People of all ages and genders. They do tend to be the restaurant diner, because that’s our main market. [They have] an appreciation for quality.
Your website emphasises the importance of water complementing food and wine. Is there a keen level of awareness among consumers in New Zealand about this?
Woolley: No! This is where we spend a lot of time getting people to actually taste the water as if it was wine, thinking of the flavour, and considering which wine and food it would complement, but most importantly to give water the same respect as they would their favourite beverage, such as wine, beer or spirits. I’ve been through this in New Zealand before with food, wine and coffee.
30 years ago, the country’s restaurant scene was pretty much nonexistent. People ate because they were hungry, drank to get drunk, and then reached for coffee to appease the hangover.
As a country, we’ve quickly adapted to being leaders in the production of great restaurant food, amazing wines and some of the best coffee in the world. Turning water from hydration only to a respected beverage is a challenge I’m relishing.
How important is sustainability to the brand?
Woolley: I think sustainability should be important to every brand. If we’re not sustainable, we won’t sustain!
We believed that as we had the luxury of starting from scratch, if we wanted to be a true reflection of the thinking of contemporary New Zealand, we needed to be true to ‘100% pure’. It’s definitely what New Zealanders want and increasingly is what people in the rest of the world want. Provenance and sustainability are the new black. This is why we remain the only water bottled in glass that can claim to be completely carbon neutral to any restaurant table in the world.
Are you looking to add any new products to the range?
Woolley: We’ve looked at product extensions, but in particular over the last two years have decided to stick to our core line. It’s proven and it works. Continual new lines are for companies that need rapid growth to sustain.
Can you pinpoint any emerging trends that are likely to affect the bottled water market in the future?
Woolley: I think the international trend of governments and local bodies selling their water utility companies or even just the management of them to the private sector will create a customer less trusting of tap and more discerning about bottled water and its integrity. Health and well-being is also a trend that will continue to increase, keeping water at the forefront of beverages.
There’s also the fact that water as a clean resource is fast depleting, so the general public could realise too late that bottled water is their only safe choice. We’ve already seen this in countries such as Mexico.
To quote WH Auden: Thousands can live without love. No one can live without water.
What does the future hold for Antipodes? Will the water be exported to any more countries?
Woolley: We’ll continue to grow as the demand dictates. All of our decisions are based on building a business worth owning, so we’re focusing on owning a company that at any stage of its growth, big or small, satisfies this condition.
Simon Woolley is founder of New Zealand-based Antipodes Water Company.
Medina Bailey is editor of Water Innovation magazine. Subscribe here.
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