'Kranavatn' is the name of a premium tap water "brand" from Inspired by Iceland that was created with the aim of getting travelers to minimize waste. The unique brand was created in response to a study that found 65% of global travelers consume more plastic bottled water abroad than at home, and just one in four travelers pack a reusable bottle when they travel.
The brand name "Kranavatn," is Icelandic for tap water and is now being promoted as a luxury product by Iceland as a way of discouraging the use of single-use plastic bottles. Environmentally minded travelers are now being encouraged to take the Kranavatn challenge to drink the country's high-quality, pure glacial-filtered tap water when they are on holiday and see why Iceland is known as the home of some of the cleanest, best-tasting tap water in the world.
What Makes This Trend Stand Out
- Premium Tap Water
- Opportunity for creating high-end tap water brands to encourage sustainable and eco-friendly drinking habits.
- Minimizing Plastic Waste
- Disruptive innovation opportunity in developing strategies and products to reduce the consumption of single-use plastic bottles.
- Promoting Reusable Bottles
- Potential for innovative campaigns and designs to encourage more travelers to pack and use reusable bottles when they travel.
Sectors Adopting This
- Beverage
- Innovative tap water companies can disrupt the beverage industry by offering premium tap water as a sustainable and healthier alternative to bottled water.
- Hospitality
- Hotels, resorts, and restaurants can embrace the trend of premium tap water brands to enhance their sustainability efforts and attract eco-conscious travelers.
- Reusable Product
- The reusable product industry can capitalize on the opportunity to create and market innovative and stylish reusable bottles to cater to the growing demand from travelers.
