London On Tap

Having looked at soft drinks, this brings me to my next post. London on Tap is a new scheme with the intention of reducing the wastage created by bottled water. London's Tap water is the rated the purest in the UK and one of the best sources of water in the world. Thames Water insist that it rates highly in taste tests, beating more expensive bottled alternatives, so for this reason they have decided to create their own brand of sustainable bottled tap water.

Thames Water stress, "Our water is 500 times cheaper than bottled water, and is kinder to the environment, emitting 300 times less CO2 to process than bottled alternatives. Tap water is not only good for you, it’s good for London and kinder to the planet.”

However despite this fact we find it difficult to ask for tap water in bars or restaurants because it is free and looked upon as being cheap. Thames Water have therefore taken the initiative to make an attractively designed bottle that contains their water that will be sold in restaurants. Their plan is to create a place in the market for tap water.

David Owens, executive director of Thames Water said the campaign also aimed to help consumers feel confident asking for tap water when dining out.

“According to the industry’s water quality watchdog, we have the best-quality water of all the major water and sewerage companies in England and Wales – and we’ve got a first-class carafe in which to serve it. We want to get as many of the capital’s eateries and bars involved as possible.

Since launching the carafes in May, we've had great feedback from restaurateurs who've been using them. Many of their customers say Tap Top's iconic design makes them more comfortable about choosing tap water".

As well as Thames Water being more sustainable, the packaging is made from recyclable materials and being sold in establishments where they will be recycled. In addition to this, £1 from the sale of every bottle will be donated to a water aid charity.



While some people may resent paying for something they could get for free, London on Tap is likely to increase consumer and staff awareness of tap water in restaurants. The idea differs to that of Dasani, which was purifying tap water and selling it as bottled water, this is bottled tap water being market as tap water.
See http://news.bbc.co.uk/1/hi/uk/3523303.stm

I think this is an idea that could go on to be successful. It will at the very least create an acceptance of tap water as an alternative to bottled water. If people resent paying for tap water in a restaurant then it may encourage them to ask for tap water for free.

One problem with exporting the idea on a global level is that not everywhere has tap water with the same high purity levels as London. For example in Pakistan bottled water is very popular because of the contamination of drinking water.

At £10 a bottle London on Tap is an expensive product that many people can simply not afford to pay for, although it is aimed at restaurant clientele who are more likely to pay for water. Thames Water still encourages just as many people to drink from their taps at home and their bottles are simply non profit alternatives to try to change the perception of tap water.

There are many countries in Europe and North America that are the major consumers of bottled water. Expansion of bottled tap water such as Thames water in these countries could create a widespread acceptance of tap water, which in the long run would help the environment by producing less C02 emissions amongst other things. This is a forward thinking idea that I think could work in many developed countries that are not utilising their supply of clean tap water.

www.londonontap.org