Voss Water and retail expansion : implications for a luxury brand

Abstract

Voss water is an eight year old premium bottled water company which has recently launched a new retail initiative and new plastic packaging in key markets in the US. The new plastic packaging and increased retail presence is in contrast to the glass packaging and exclusive distribution it built its business on. The intention of this paper is to examine the effect increased retail distribution and the new plastic packaging will have on consumers perceptions of the Voss brand and whether or not a disconnect exists between Voss‘s new retail initiative and the premium image it prides itself on. The study undergone in this paper shows that there is a perceived disconnect between the Voss brand and this new packaging and retail distribution strategy.