Uruguay: Montevideo Refrescos launches Vitale bottled water brand

Montevideo Refrescos, Coca-Cola’s Uruguay bottler, has launched a new bottled water brand called Vitale.

Commenting on the launch, Montevideo Refrescos marketing manager Tábata Imbriaco said: “Vitale reflects the company’s mission to develop new hydration options for consumers, offering quality products for all occasions. Good hydration promotes the development of good ideas and supports a healthy lifestyle”.

Vitale “looks to promote the creative spirit that characterizes Uruguayans”, Ms Imbriaco added. Brand ambassadors include the footballer Edison Cavani and the athlete Debora Rodríguez, celebrities who, according to Ms Imbriaco, not only represent the brand value but are also seen as symbols of Uruguay globally.

Vitale Bottled Water comes in still and carbonated options, presented in a 2.5 l bottle and also in a 625ml Eco Flex bottle which is described as using fewer materials than conventional bottles. In addition, the still version comes in a 250 ml format.

The water is described as being produced and packaged locally and features a mineral formula developed by Coca-Cola.

Source: Montevideo Refrescos