Janus Thinking

When we mentioned fancy and expensive waters on Janus Thinking before, I hoped it was marking a trend (spending posh amounts on a common commodity) in decline, but this doesn’t seem to be the case. This week Luxist brought to my attention a luxury water bar in Chappaqua, New York. Via Genova is an ‘eclectic cafe and ultimate hydration station’ that offers over 50 different waters, with names like Apollinaris, Badoit, Speyside Glenlivet, and Vichy Catalan. They hold water tastings and do weddings, and if you spend over $2000 on a water event, you get ‘a free gift of bling!’.

There will always be people willing to spend more than others, but as in my previous post I question the extent to which one can be a connoisseur of water–yes, mineral contents and carbonation and will differ, but the base product remains essentially free and it’s difficult for the average person to discern the extremely subtle differences in waters. By offering a free gift of bling(!) for high rollers, Via Genova seems to be targeting conspicuous spenders more than water appreciators.

Are people getting fleeced (or in this case soaked) by operators like Via Genova? Luxury remains irrespective of price and can be anything that fulfills the needs of the consumer, but I do question the need to spend $55 for a bottle of crystal-covered ‘Bling h2o.’