What makes it susty? For a start, they don’t import or export their water, reducing transport emissions. They are certified carbon neutral and their bottles contain 50-70% recycled content. In 2011, they made a three-year commitment to donate all profits to WaterAid, a charity improving access to clean water in some of the world’s poorest communities.
What makes it sexy? Their customer list reads like a who’s who of the trendy and upscale – Nobu, W Hotels, Jamie Oliver’s Fifteen. With its lovely packaging, I’m sure a bottle of Belu feels right at home there.
My verdict: This is arguably the most sustainable bottled water brand. They’ve certainly thought things through carefully. But surely the better choice at a nice restaurant in the developed world is tap water. If customers demand bottled water, I’d love to see these venues go BYOBW (bring your own bottled water). More troubling is Belu’s recent move into the consumer market by stocking at Sainsbury’s. In a category already, ahem, flooded with choice, this is just the best of a bad option.