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Luxury Bottled Water Overcomes rPET Design Limitations

Entrepreneurs’ vision of a 100% rPET bottle with a flat, ergonomic shape and convex front panel for premium water brand NEUE puts packaging suppliers’ manufacturing expertise to the test.

Label artwork for NEUE Water is an intrinsic part of the premium experience, as it features different artist-designed collections that change with each fashion season.
Label artwork for NEUE Water is an intrinsic part of the premium experience, as it features different artist-designed collections that change with each fashion season.

Described as a “luxury artesian mineral water,” London-based NEUE Water was conceived by founder Michael Lowers, who, upon consulting for a luxury fashion brand, noticed a problem for the woman visiting the atelier studio: The bottled water on offer didn’t fit their handbag. Looking further, he noticed that nothing on the market did, and that is where the idea for NEUE Water was born.

Lowers’ vision was to create a luxury bottled water brand that would cater to today’s on-the-go lifestyle while enhancing the style and sustainability of traditional water bottles. Of particular importance to Lowers was that the bottle use 100% recycled PET and be fully recyclable.

“The case for using 100% rPET for our bottles is incontrovertible,” says Lowers. “The material produces 10-times fewer carbon emissions than aluminum and 20-times fewer than glass, as  natural resources are not needed to make the 100% rPET. Using rPET also directly reduces plastic pollution that would otherwise end up in landfills and oceans. In addition, using the material is a core part of the circular economy around plastic. It’s also an important opportunity to use the existing 9 billion metric tons—and growing—of single-use plastic pollution globally, which needs to be utilized rather than left to landfills.”


   Read related story on Coca-Cola’s 100% rPET packaging, “Coca-Cola Kicks Off Expanded rPET Bottle Reach with Recycling Campaign.”


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