Why success is flowing for the Harrogate Spring Water and Thirsty Planet brands
PUBLISHED: 10:45 16 March 2015 | UPDATED: 12:08 24 October 2015
A world-beating brand that sprang up in Harrogate and is still going strong
Harrogate has been known as a spa town since the 16th century, so it seems only right that one of its most successful businesses sells water.
Harrogate Water Brands produces the phenomenally successful Harrogate Spring Water and charity bottled water Thirsty Planet using naturally sourced water abstracted from springs in an area known locally as The Pinewoods and bottled in its state-of-the-art facility on Harlow Hill.
The business consistently performs ahead of the market, showing annual growth since 2002 of more than 30 per cent to break £10m in turnover, which allowed it to invest £8m last year in a new showpiece, 23,000sq ft extension, enabling it to quadruple its business output.
Harrogate Water Brands, which is a family-owned business, relaunched Harrogate Spring Water – the number one premium British spring water – last year, emphasising its North Yorkshire roots by using the Royal Pump Room as its branding icon and creating diamond-patterned bottles to echo Harrogate’s classic architecture.
The expansion and rebranding is obviously already paying dividends as Harrogate Spring Water recently announced a three-year deal with Ascot Racecourse to be its official spring water supplier, kicking off a major integrated consumer campaign for the business, including sports sponsorship, advertising, social media and public relations activities.
The racing deal follows hot on the high heels of the 2014 British Fashion Awards in December, at which Harrogate Spring Water was the official water supplier, sipped by the likes of Tom Ford, Victoria Beckham and Vivienne Westwood.
The company also announced last year that it had joined forces with the Ministry of Defence to supply bottled water to the Royal Navy, Army and Air Force on bases in the UK and around the world, as well as on HM ships and submarines.
The deal saw almost two million bottles of Harrogate Spring Water shipped out last year alone, significantly driving sales for the independent family business.
It’s interesting to note that Harrogate’s relationship with the British Armed Forces actually stretches back to the First World War, when wounded soldiers were sent to the town to receive treatment at the Spa, including drinking the restorative mineral waters.
‘The armed forces do such an incredible job; I don’t think we can ever begin to understand the pressures they go through on our behalf,’ said James Cain, managing director of Harrogate Water Brands. ‘To commence this special relationship 100 years on, as part of a historic and unforgettable anniversary, makes us very proud indeed.’ n
For more details, call 01423 730000 or visit harrogatespring.com