A Norwegian startup company wants to take a sip out of the Capital Region’s bottled water market.
Within a month, Isbre Holding Corp. plans to start selling in the region its sub-Arctic glacial spring water, which made its U.S. debut the greater Philadelphia metropolitan market in summer 2006. The Osa, Norway company announced Wednesday an agreement with East Syracuse-based Spirit & Sanzone Distributors, which will distribute Isbre in 21 upstate counties. “Isbre” means “glacier” in Norwegian.
The distribution agreement will bring Isbre into a market that houses operations run by Saratoga Spring Water Co. in Saratoga Springs and Vermont Pure Holdings in Watertown, Conn. But Isbre, which has a U.S. headquarters in Montvale, N.J., sees its “super-premiuum” priced water competing more with the Fiji and Evian.
“This is going to be more than a regional brand and more than a national brand. To some extent, we’re becoming a global brand, said Isbre President Stevan Sandberg.