Water is at the most fundamental layer of Maslow’s Hierarchy of Needs, along with food, shelter, and warmth. Given Singapore’s advanced water purification technology that provides drinking water straight from the tap, what place does the concept of premium and luxury water have when its most basic form already keeps our physiological needs satiated? For Singapore-based premium water brand JÄÄDE, which sources its spring water in Finland, the goal is not so much the premiumization of hydration; According to them, it is more about providing a taste of purity that comes from the most uninterrupted experience of nature.
The reason JÄÄDE spring water is clean for consumption without any artificial processing is due to the natural filtration process that melted snow and rainwater undergo, passing through layers of sediment made of porous sand and gravel deposits. Its clarity also makes it the perfect palate cleanser for elegant dining experiences. “In fine dining, each element contributes to the experience. Water may be offered in passing, but its presence is constant.” Rather than competing with food or wine, JÄÄDE’s smooth mouthfeel and balanced minerality work together to gently cleanse the palate, allowing each dish to have its moment during the meal. Can subtlety make a lasting impression? JÄÄDE thinks so. “The purity of a sip and the stillness it brings will stay with you. Even in a moment as brief as ‘still or sparkling’, that is the presence we aim to create,” shares Poh.
Well decorated in his achievements that include winning. Best new brand at the Global Water Drinks Awards 2024 and Best premium drink At the World Beverage Innovation Awards 2024, the latest prestige brand became the official water partner for this year’s Singapore Food Festival. “It was an honor for JÄÄDE, not only because of the visibility, but also because of the alignment of values. We champion the festival’s celebration of culinary creativity, craftsmanship and culture by creating moments of purity between flavors: stillness in the midst of sensory richness,” explains Poh. For JÄÄDE, even something as simple as water can have meaning as a refined companion to an exceptional meal, especially when it has precious origins.
More than just good retailers, JÄÄDE Sparkling Spring Water and Finnish Natural Spring Water are now available through select premium retailers, Little Farms and MEIDI-YA. When asked how the brand plans to communicate its premium attributes in a market that is already saturated with long-standing players, Poh wants to lead calmly. Going back to the pedigree of its origins, to the visceral sensation in the mouth, the goal was to never compete through noise. “Over time, true quality leaves an impression, even without presentation,” says Poh confidently.
Water. Hydrogen oxide. JÄÄDE’s goal was never to overcomplicate or romanticize the act of moisturizing, but rather to offer a refined perspective on clarity itself. In such a simple ingredient list, where there is little room for nonsense, the nuances of something as simple as water are enhanced to the nth degree.
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