Selling Water at 4 € the Litre...

Bottled spring water, Crystalline, is sold at € 0.16 per litre (large size) and bottles of 50cl at 0.50 € per litre. Montcalm, a spring water often found in health food shops, is sold at € 0.60 per litre. Mineral waters are sold between € 0.25 (a private label) and 0.66 € per litre (Hepar). 
But what can justify selling mineral water at € 4 per litre, or 8 times the market price? An "environmental" argument, and fashion trends, of course.
There is currently, at Monop' and at Chez Colette, in the Grande Epicerie du Bon Marché – and therefore in all stores in vogue in Paris - a new brand of mineral water: Aquapax.
It claims to be a "revolution": the use of Tetrapack (75% recyclable). The packaging expresses its respect of the planet in many ways: "Planet conscious natural mineral water" / "Recyclable" / "Sustainable" / "A pure thirst for the environment".... This water was launched by a company (Drinkyz), specialists in made-to-measure private label beverages: it is presented as a real breakaway from market codes (where plastic dominates), and as the first mineral water respectful of the environment. The cardboard is reusable.
Environment protection suffers from this kind of product: unaffordable products - reinforcing the idea that to be healthy and protect the environment you had better be wealthy - and products that are based solely on marketing - all of which proves that it is nothing else but a (commercial?) "coup" and not the creation of an authentic brand.