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Danone Enlists Wine Sommeliers to Market Evian

  //food-wine.news-articles.net/content/2026/01/20 .. one-enlists-wine-sommeliers-to-market-evian.html
  Published in Food and Wine on Tuesday, January 20th 2026 at 1:18 GMT
      Locale: FRANCE

Tuesday, January 20th, 2026 - In a bold and unconventional marketing strategy, global food and beverage giant Danone is leveraging the expertise of wine sommeliers to elevate the perception and premium pricing of its Evian bottled water brand. This initiative, announced earlier this week, represents a significant shift in how bottled water is marketed and comes as the industry faces growing environmental concerns and heightened consumer scrutiny.

For years, bottled water has been largely marketed on factors such as purity, hydration, and convenience. Danone's approach, however, seeks to fundamentally change that narrative. The company is now framing Evian not just as a source of hydration, but as a complex and nuanced sensory experience akin to appreciating a fine wine. To achieve this, Danone is employing certified sommeliers, typically associated with the world of wine, to become specialists in the characteristics of Evian water.

These 'water sommeliers' undergo specialized training focusing on the water's unique mineral composition, taste profile, and 'terroir' - a concept borrowed directly from winemaking which refers to the environmental factors influencing the flavor and character of a product. They are tasked with articulating these complexities to consumers using a vocabulary previously unheard of in the bottled water industry. Expect descriptions like "a subtle minerality with hints of citrus" or "a crisp, refreshing finish" to accompany the presentation of Evian in high-end restaurants and retail settings.

The timing of this strategy is particularly noteworthy. The bottled water industry is currently under intense pressure to address the environmental impact of plastic bottle production and transportation. Consumers are increasingly aware of the sustainability challenges and are demanding more responsible practices from beverage companies. While Danone has pledged to increase its use of recycled plastics and invest in alternative packaging solutions, this sommelier program can be viewed as a dual-pronged approach: bolstering the perceived value of Evian to justify its higher price point while also attempting to distract from the larger sustainability issues plaguing the industry.

"We're trying to bring a new level of appreciation to water," a Danone spokesperson stated. "Just like wine, water has a terroir, a unique character that comes from its source and the natural processes that shape it."

Industry analysts believe this move is part of a wider trend towards 'premiumization' across various consumer goods sectors. Companies are increasingly seeking to elevate everyday products into aspirational luxury experiences, creating a sense of exclusivity and justifying premium pricing. This strategy isn't limited to food and beverage; we've seen similar tactics employed in industries ranging from coffee to grooming products.

The program's success remains to be seen. Critics argue that the initiative is a clever, albeit cynical, marketing ploy aimed at masking the broader environmental problems within the bottled water industry. However, Danone is betting that a significant segment of consumers - particularly those accustomed to appreciating the nuances of wine and other luxury goods - will be receptive to the idea of a 'water sommelier' and willing to pay a premium for the experience. Early reports suggest a slight uptick in Evian sales in select markets, but a long-term impact will depend on Danone's ability to balance the marketing initiative with tangible progress towards environmental sustainability. The future of bottled water may well hinge on companies like Danone's ability to convince consumers that the value proposition extends beyond simple hydration.