Business Is Bubbling

The French abstain when they can from their ill-tasting tap water in favor of vin ordinaire, and abhor the ice water that Americans call for. Such Gallic hydrophobia does not apply, however, to bottled mineral water. In the course of a year, the French drink 1.2 billion bottles drawn from 3,000 springs, or 25 bottles for every man, woman and child. By far France's biggest producer of mineral water is Source Perrier, a $79 million firm that has grown so prosperous from its natural springs that it now owns seven mineral water companies, a soft drink company, a biscuit concern, a candy firm, and the rights to bottle Pepsi-Cola in France (30 million bottles annually).

Untapped Spring. Perrier's thirst is not yet satisfied. It is now building ultramodern bottling plants to turn out even more mineral water: one at Thonon on Lake Geneva and the other at Montigny-le-Bretonneux, 15 miles from Paris, where a subterranean spring is almost directly beneath the plant.

Perrier's principal spring, bubbling up through 40 ft. of limestone and clay near the southern city of Nimes, has been famous since the Roman era for its naturally carbonated mineral water, but it took an Englishman, touring France about 60 years ago, to realize its commercial potential. Visiting the spring's owner, Physician Charles Perrier, a young Oxford graduate named Albert St. John Harmsworth* tasted the water, was so inspired that he bought the spring, with a promise that Dr. Perrier's name would be placed on all his bottles. Harmsworth also originated the 12-oz. Indian-club bottle that has become a Perrier trademark and coined its "champagne of table waters" slogan.

Unclothed Blonde. French interests bought back the spring after World War II, began advertising Perrier as the common man's drink, using endorsements from bicycle riders and track stars. Although the company shies from medical claims, French doctors often prescribe Perrier for mal de mer and morning sickness. Taken by itself or as a mixer with liquor or wine, Perrier is selling at the rate of 208 million bottles a year--and the company produces another 245 million bottles at other springs under five other brand names.

Under President Gustave Leven, 48, Perrier plans further diversification. It already bottles Pschitt orange and lemon soda and plans to market another soft drink in February. Now France's biggest advertiser, Perrier draws attention with a winsome and unclothed blonde who is a cross between Brigitte Bardot and the White Rock Girl. The company exports about 25% of its Perrier production to, among other countries, the U.S., which used to drink 6,000,000 bottles a year during Prohibition. U.S. demand for Perrier fell with repeal and the return of other liquids to choose from, but is now climbing back to half a million bottles a year.

*Brother of Alfred Harmsworth, British press lord who founded the Daily Mail and later became Lord Northcliffe; Harold, who took over after Alfred's death and became Lord Rothermere; and Cecil, a onetime Member of Parliament. All are dead.

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