Town Rebrands Tap Water As Luxury Water

Lahti Aqua, a modern descendant of the waterworks of the city of Lahti, turned 100 this year. To celebrate a century of providing clear, quality water, Lahti Aqua wanted to change the perception that people around Lahti have of their "regular" tap water. The ecological goal is to lower the usage of bottled water.

Lahti's water is said to be of better quality that bottled water. Supposedly, it's the cleanest tap water in the world. The water is tested daily, because the Heineken group brewery Hartwall uses the same water to brew its beer. Hmm. That's not really saying much but who are we to judge?

The "brand" designed a water carafe and gave it away free to restaurants and cafes in Lahti. Here's the story.