Sure, some consumers are willing to spend top dollar for the heavy weight vodkas, exclusive champagnes and vintage wines—but bottled water?

Well, if there were any doubts that luxury-bottled water would have success it now should be erased. In a society that thrives on social status defined by brand associations the launch of a luxury bottled water would be a “no-brainer” next step for the beverage industry. At least that’s the vision of Hollywood producer and writer Kevin Boyd, creator of Bling H2O.

“There are luxury beverages out there,” explains Boyd, “but there really was no luxury bottled water. Not super luxury, not uber-luxury.”

Bling H20, the uber-luxury bottled water that retails for $40 (350ml) and $75 (750ml) at its Beverly Hills store, is packaged in long-necked, frosted glass bottles sealed with a cork in limited-edition colors adorned with hand-applied Swarovski crystals.

Introduced into the market last year under Bling Beverages LLC, Bling H20 is now available at on-premise locations around the world, with about 80 percent of business being done in European markets, says Boyd. Some US locations that carry the pricey water include the Delano hotel in South Beach, Miami and the Beverly Wilshire Hotel in Beverly Hills. Co-branded bottles are being served up along side luxury spirits in Las Vegas’ Tao nightclub and restaurant ($95) in the Venetian Hotel and at the Mirage ($80).

“There is no difference between a $300 bottle of vodka and a $50 bottle of water,” says Boyd. “The perceived value is the same. Only this is an affordable luxury. You may not be able to afford a Bentley, but everybody can essentially afford to splurge on a $50 bottle of water.”

The water was also recently added to Glow’s roster of beverages. Located in LA, Glow was rated by Playboy magazine as one of the Top 5 lounges in the country. It adapted Bling H2O’s Martini Menu—martinis made strictly from water. Boyd explains that martinis are flavored right at the table. The same way in which bottle service operates at a nightclub where mixers are served with a bottle of vodka, flavoring condiments would accompany the bottled of water. Some examples are lemonheads with a lemon twist, cinnamon sticks, crushed cucumber, celery and the list goes on and on.

“Literally the combinations are endless in terms of how you can flavor your water right there at the table,” says Boyd. And for those who aren’t interested in drinking, a martini menu is a great alternative, he adds “because [nightclubs and lounges] still get their table numbers.”

It was the idea of finding an alternative to alcohol consumption in a social setting that led Diane Felicissimo to open Westchester County’s first water bar, Via Genova, in Chappaqua, NY (home of former president Bill Clinton and his wife, New York senator
Hillary Clinton.) Via Genova also has a second location—a poolside café at the exclusive Saw Mill Club in Mt. Kisco, NY.

Felicissimo, a previous adult drug and alcohol counselor continuously saw and heard that alcohol consumption was related to many of the activities her clients were involved in.

“It’s very difficult to maintain sobriety,” says Felicissimo. “I was seeing that people had nowhere to go that just had water or something they could drink and enjoy with the family.”

So, Via Genova was born—a water café with more than 80 different types of water ranging in price from around the world with water from South Africa, Italy, Brazil, Norway, Germany, France, Canada, Japan and Austria. In terms of beveraages, the café also carries Steaz Green Tea Sodas and Voss' G Pure Energy in addition to French-pressed coffees brewed with a customer's choice of water.

The idea, at first, was difficult for consumers to grasp, relays Felicissimo, but she explains that water consumption replacing spirit consumption is “a lifestyle change, just like recovery.” And with the health and wellness sector of the beverage industry booming, there’s no time like the present to get into the water business, especially when it’s positioned as a high-end alternative to spirits. Bottled water also makes for a great gift basket whether its for a birthday or holiday, adds Felicissimo.

Among some of the more notable brands that appear on Via Genova’a menu are one of Felicissimo’s favorites, Fine’ ($14) from Japan; one of Oprah’s favorites 1 Litre ($7.50) from Canada; Speyside Glenlivet ($13) from Scotland, the same water used to make the spirit and 10 Thousand BC ($21) from Canada.

The menu includes a description of the origin of the water, minerals it contains and its pH level. Some waters are sodium free, others nitrate free, kings consumed some and some were never touched by humans, speaks the menu’s introduction.

The most expensive water on the menu? That would be Bling H2O ($55). The water inside the pretty bottle--which can be kept as a keepsake or reused for such things as olive oil--is sourced from Tennessee’s English Mountain Spring. Via Genova offers all sizes and a variety of colors including Bling H2O’s PET bottles for on-the-go-hydration. Felicissimo hasn’t adapted Bling H2O’s Martini Menu, but she is thinking about the possibilities of pairing waters with natural flavors, like edible flowers. She does, however, flavor some of the café’s German waters tableside with raspberry and blackberry syrups—as that is the traditional way to drink water in Germany, she explains.

When Boyd is asked if Bling H2O plans to release any flavored waters his response is that Bling’s flavor is in its crystals. He is working on a special collection of bottles that will showcase real diamonds and rubies. The next step for Boyd would be a sparkling Bling H2O—Bling Fizz, possibly.

In terms of price, well, some drinks just aren’t for everyone.“It’s a lifestyle product,” says Boyd. “It’s premium water, with premium packaging, which merits a premium price tag.”