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SME Journal catches up with Michael Lowers, Founding father of Neue Water
Mike, are you able to begin by telling us about your online business. What was the inspiration behind it?
The concept for NEUE got here at a time once I was consulting for a luxurious style label. They’d a busy atelier studio, so a number of fabulous girls got here out and in for fittings with their designer purses in tow. Throughout their becoming, they have been supplied bottled water as a refreshment. On the finish of the becoming, the shoppers would need to take the water with them on the go, however after they would attempt to put it of their designer purse it wouldn’t match. Generally they might even simply eye up the bottle to see if it might match, and you possibly can see them noticing it wouldn’t so that they would depart the bottled water on the desk. After seeing that a number of instances I believed, why has nobody ever designed bottled water to suit a girl’s purse? Having observed this evident hole for girls’s small purses, I additionally realised it was the identical for aeroplane seat pockets, jean again pockets, and even go well with jacket pockets, which had all by no means had one thing designed to suit. That’s the place the concept for NEUE Water was born.
What’s its USP?
We’re fairly fortunate in that we’ve got a number of. Firstly the multi award successful design, for which there’s merely nothing available on the market prefer it. We even have the artist designed labels, and the flexibility to collaborate and create bespoke executions for different manufacturers. Then I might say sustainability. We’re not the one model utilizing 100% recycled plastic, nevertheless within the premium house there are few. On high of that there are none that actively promote their bottles being refilled earlier than being recycled, which purposely made our bottle sturdier and make notice of it on the again label.
You modify the look of your bottles very often. Why is that this and the way is it working?
We plan to vary the artist designed labels with the style seasons, similar to we as customers do. The concept is to maintain the bottle contemporary, standout on shelf, and supply one thing totally different.
Do you keep in mind any explicit challenges you may have confronted? How did you overcome them?
There may be hardly ever a day that goes by with out challenges. One of many first we got here up towards was the truth that no-one within the UK may co-pack our distinctive bottle design. That was a fairly large one because it meant we couldn’t launch the product. We broadened our internet and began calling round Europe and just about by no means gave up till we received fortunate and located somebody who may help us. 
Sustainability is central to your online business. How is that this achieved?
NEUE Water is without doubt one of the solely premium bottled water manufacturers globally that solely makes use of 100% recycled plastic (rPET) for its bottles. That’s vital as a result of utilizing 100% rPet is without doubt one of the simplest methods to preserve pure assets, cut back carbon emissions, and management the environmental affect of plastic air pollution. rPET has been obtainable for over a decade, but it’s nonetheless uncommon for premium manufacturers to make use of it throughout their world manufacturing regardless of 100% rPET producing as much as 10 instances fewer carbon emissions than aluminium cans and as much as 20 instances fewer than glass bottles – due to the necessity for no uncooked supplies. In addition to decreasing Co2 emissions, rPET additionally helps to scale back plastic waste, by making use of waste plastic that may in any other case find yourself in oceans or landfills. One other distinctive ingredient to the design, the NEUE bottles are made sturdier to allow them to be refilled earlier than recycling them.
Trying ahead, the place do you hope you’ll be doing in, say, 5 or ten years?
We need to be the #1 premium bottled water model on this planet. In 5 years we need to be bought globally, have a spread of complimentary merchandise and be well-known inside FMCG.
What do you take pleasure in about your job?
The range and creativity. On daily basis there’s something new, and so many issues require creativity that it retains it thrilling.
neuewater.com
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