Water Bottles for the Ultra-Rich

Water is precious and we cannot overestimate its value for life. But do you really need a €300 bottle to store it?

A Japanese company strikes gold by bottling water for 300 euros: the real business is in the bottle. Fillico Jewelry Water bottles are at the top of the most expensive water charts. This prestige is not due to the liquid in the bottles: the key lies in the packaging.

Fillico Jewelry Water is a Japanese company known for selling one of the most expensive bottled waters in the world. With prices that can reach up to 10,000 euros per litre for its most exclusive editions. Fillico has shown that even a commodity as basic as water can be transformed into an object of desire for the richest of pockets.

The brand itself takes no credit for the quality of the water, claiming that they use minimal processing techniques so as not to alter the natural character of the water that flows from the spring. To maintain exclusivity, monthly production is limited to 5,000 bottles. In addition, Fillico periodically launches special editions for which thousands of euros are paid. A special edition bottle of Fillico Jewerly Water Second Generation can cost up to 999 euros. The editions decorated with precious stones reach much higher figures.

Fillico has made its mark in high society and luxury circles. Its success is based on a combination of exclusivity, design and scarcity marketing that has captured the attention of a niche that is willing to pay exorbitant amounts for a product that symbolises opulence beyond its content.

Source: xataka.com (Spanish)

We say: The world cannot afford the stupidity of these ultra-rich. As long as millions of people around the world are denied their right to clean water, every penny wasted on bottles is a disgrace.

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