从挪威岩层到中国秘境，VOSS以“替塑”行动推动绿色转型

Core Insights - VOSS, a high-quality drinking water brand from Norway, is leading the green transformation in the industry by launching recyclable aluminum can packaging for its sparkling mineral water in China, promoting a "plastic replacement" initiative [1] - The brand emphasizes "high quality and sustainability" as its dual engines, continuously innovating in product and experience while focusing on quality, scenarios, and environmental protection [1][3] Brand Values - VOSS's brand narrative reflects a deep dialogue from the Norwegian rock layers to urban life, encapsulating three core values: "natural purity," "pioneering spirit," and "calmness" [3] - The brand's commitment to local development is highlighted by its choice of Shennongjia in Hubei as its only recognized natural mineral water source outside Norway since 2016, ensuring a balance between quality and nature [3] Market Trends - The Chinese market is shifting from "functional consumption" to "quality consumption," with consumers increasingly concerned about the source, composition, and environmental attributes of water [7] - VOSS sees opportunities in enhancing daily experiences into more ritualistic and quality-oriented moments, particularly in fine dining and high-quality lifestyle scenarios [9][11] Sustainability Initiatives - VOSS is committed to long-term practices in water source management, ecological protection, green packaging, and corporate social responsibility [4] - The brand's focus on "design aesthetics + sustainable responsibility" is evident in its use of recyclable aluminum cans, making sustainability a visible and participatory aspect for consumers [9][11] Future Strategies - VOSS plans to focus on three key areas in the Chinese market: maintaining high-quality water sources that reflect Nordic purity, enhancing channel collaboration to solidify its positioning in high-end hotels and fine dining, and integrating high-quality lifestyle attitudes with social responsibility [12]