PepsiCo’s first premium water to make appearance

NEW YORK » If you’re willing to pay a little extra for trendy bottled water, there’s Evian, Smartwater and Fiji. Now, PepsiCo wants to throw Qua into the mix.

The world’s No. 2 beverage company plans to gauge response to its first premium bottled water brand at the Golden Globes tonight. The bottles will be passed out on the red carpet and placed on tables at the show, a way for the company to introduce it to the Hollywood types who appeal to its target audience.

PepsiCo said it is still working out the kinks and that the name and design for Qua may change before it’s rolled out more broadly. Aside from higher prices, what sets a premium water brand apart varies. But the superficial factor is high: They usually come in stylish bottles. The water’s sourcing or filtering may also be touted on labels.

As with Coca-Cola’s Smartwater, Qua is made with tap water. The brand, which PepsiCo says is "micro-filtered" and free of sodium, is slated to be tested regionally in California this summer before expanding to other markets.

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Associated Press

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