PepsiCo, the world’s No. 2 beverage company, passed out bottles of its premium bottled water at last night’s Golden Globes. Qua (short for “Aqua”) was passed out on the red carpet and placed on tables at the show, as a way for the company to introduce the high-end filtered tap water “to the Hollywood types who appeal to its target audience,” reports AP.
As with Coca-Cola’s Smartwater, Qua is made with tap water. PepsiCo says Qua is “micro-filtered” and free of sodium, and it’s slated to be tested regionally in California this summer before hitting other markets.
Designer bottled waters—which are, essentially, filtered tap water in stylish bottles—have surged in popularity over the years. They represent an important opportunity for Coca-Cola and PepsiCo, brands that are struggling to sell more soda. Since hitting a peak in 1998, U.S. soda consumption has been on a downward trend, and declines have accelerated in recent years, reports AP.
Only thing is, there’s already a Qua premium bottled water. Qua Natural Mineral Water, produced by Danone Narang Beverages, is the No.1 premium natural mineral water in India. According to the brand’s Facebook page, “QUA is a natural and pristine mineral water from the Himalayan foothills. It emerges from the majestic Himalayas after 20 years of natural filtration.” Might be a little tricky for Pepsi to roll out Qua to international markets.