At Toronto Fashion Week, two new Perrier sparkling water products were launched in slim cans. The sparkling mineral water drinks now come in Perrier Lemon and Perrier L’Orange types that are specifically designed to appeal to young Millennial consumers who desire portable refreshments.
In addition to its presence at Fashion Week, Perrier also reached out to select social media influencers with personalized 'Refreshment Kits' containing the two new beverage flavors. Influencer outreach is fairly new to the sparkling mineral water brand, but it's a strategy that's right in line with reaching out to this new and highly connected demographic.
Many young consumers are exhibiting preferences for flavored water and effervescent beverages over alcoholic drinks, which may be attributed to the rise of health consciousness, a desire for premiumization and exotic flavors.