Rocking a rebrand

Location: England, Europe

Despite taking ownership of its spring in Malvern in 2009, The Holywell Water Company has only recently been able to use the name of the township in its branding.

Schweppes originally used the spring, starting to commercially bottle water there as far back as 1843. It continued after Coca-Cola acquired the company, right up until the brand was discontinued in 2010.

Holywell’s legal team has been working on gaining the rights to use the term Malvern, finally achieving this earlier this year. The result is an adjusted brand name, which now reads Holywell Malvern Spring Water.

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Since its launch in March 2007, Imbibe magazine has established itself as the UK’s leading publication for on-trade drinks professionals. Imbibe’s editorial coverage takes in all the main drinks categories, from wine to water, spirits to soft drinks.

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