A Taste of the Tropics
By SARAH THEODORE
Fiji Water offers an ‘untouched’ image and luxury positioning
Some of the most popular beverage flavors these days are exotic and tropical, and thanks to Fiji Water, the rapidly growing bottled water brand imported from the Fiji islands, even plain water has taken on a tropical twist. With 40 percent growth in 2006, and another 40 percent expected this year, Fiji Water is one of two hot brands from Roll International, Los Angeles, which also owns the Pom Wonderful pomegranate business. The brand first hit the U.S. market in 1996, and made its name in high-end hotels, restaurants and spas. Lately Fiji has proved that its premium positioning carries equally well into the retail world.