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The Japanese brand Fillico Jewelry Water is well-known for offering some of the priciest bottled waters available worldwide; limited-edition bottles can cost up to $10,000 each.
Even the most snobbish people find it difficult to market and sell water as an ultra-luxury commodity because it is one of the most basic human requirements, yet a Japanese corporation showed that it is possible. Fillico Water was founded in 2005 with the goal of creating a fully luxurious experience that would make people reach for their wallets and spend outrageous sums of money to obtain it. They worked hard to create the package, which was sold as a piece of art in and of itself because using some of the purest mineral water in Japan wasn’t quite enough. They managed to make it work, and now Fillico Jewelry Water is one of the most sought-after ultra-luxury bottled water brands worldwide, with liters costing over $1,000 and limited edition products costing several thousand.
The source of Fillico water is the Nunobiki Spring, which is tucked away in Kobe’s Rokkou National Park, far from any agricultural or industrial activity. This spring water, which is naturally filtered through volcanic rock and is renowned for its high mineral content and purity, is said to taste extremely fresh. According to Fillico, the water is bottled with minimal processing methods to maintain its natural qualities.
However, Fillico Jewelry Water’s absurdly high price cannot be justified by its purity. This is when the packaging becomes important. To genuinely convey to the world that Fillico water is not your typical bottled water, each bottle is a handcrafted piece of art ornamented with royal insignia, Swarovski crystals, and gold. A Fillico Jewelry Water Bottle is a status symbol in addition to being a container.
Fillico initially encountered a lot of resistance due to the difficulty of marketing water as a luxury product. However, its founders were certain that there was a market for ultra-luxury water, and they had a plan to turn their idea into a reality. Christian Dior presented Fillico Luxury Water to its VIP clientele a year after the company’s founding, and in 2008, the business was a recognized sponsor of the Cannes Film Festival. The brand quickly gained popularity among the wealthy and influential, and royal houses worldwide began to favor it.
Since each Fillico water bottle is made by hand, production is kept to 5,000 bottles each month to preserve the appearance of exclusivity and keep costs high. A second-generation bottle of Fillico Jewelry Water costs 999 euros (more than $1,000) today, but limited-edition bottles can fetch far higher prices.
Although companies have produced much more expensive one-off containers, such as a $100,000 water bottle, Fillico Jewelry Water does not technically sell the most expensive water bottles in the world. However, if you are looking for a brand that specializes in selling luxury water, you will find it difficult to find more expensive alternatives.
