• September 11, 2007

Talk about your Catch-22. A brand of bottled water launched solely to generate funds for an environmental protection group may be discontinued because of the backlash against bottled water.

Beverage Business Insights is reporting that Keeper Springs Fresh Mountain Spring Water, which was introduced by environmentalist Robert F. Kennedy Jr. to generate money for Waterkeeper Alliance, may vanish in a few months.

The newsletter quotes Chris Bartle, co-owner of the brand, as saying: "We're definitely on the horns of a dilemma. We could choose to go out of business and it would make a lot of sense--but the water industry is not going to go away because we quit. We're actively considering it, but we don't know what we're going to do."

--Nina M. Lentini