美国瓶装水行业及行业法规

lz1523

                                                 来源：  作者：Michael Mascha
MARKET SIZE
    市场规模
    Today there are about three thousand brands of bottled water in the world. The growing trend has generated a large demand, and almost every day a new bottled water brand or company is born. In the United States, where bottled water has a less-developed history then for example in Europe, several factors are responsible for that.
    如今全球的瓶装水市场中大概有3000个品牌。市场的快速增长带来了大量的需求，几乎每天都会有一个新的瓶装水品牌或者瓶装水公司诞生。在美国, 瓶装水的发展历史较短, 比不上其它区域, 像欧洲等, 这种现象是由几种原因造成的。
    Most Americans have had access to safe drinking water since the early twentieth century, when municipal supplies began to be disinfected. Chlorination went a long way toward stopping waterborne diseases, and as the population replaced bottled water with tap water, the bottled water industry was devastated.
    从20世纪初期开始，从美国市政供水开始对自来水进行消毒开始, 大多数美国人都能喝到安全的饮用水。对水的氯化处理, 很好的制止了由于饮用水引起的疾病，同时, 随着人们以自来水代替瓶装水，瓶装水产业走向萧条。
    After embracing chlorinated drinking water initially, the public view of municipal water supplies has changed recently, and indeed some areas have suffered from poorer quality in the last decades. Very new studied release in March of 2008 for example has shown that municipal water in the US contains trace elements of a wide variety of pharmaceuticals.
    在信任氯化处理的饮用水相当长的时间以后，公众对于市政供水的看法最近起了一些变化，在过去的数十年里, 一些地区确实一直受着低质自来水的困扰。比如最近在2008年3月公布的一份研究显示，美国市政供水中含有少量的各种医药元素。
     Drugs taken for pain, infection, high cholesterol, asthma, epilepsy, mental illness and heart problems contaminate drinking water supplies of at least 41 million Americans, according to a report by the Associated Press National Investigation Team released today. These findings confirm a 2002 report by the U.S. Geological Survey that was the first nationwide study of pharmaceutical pollution in the nation's rivers and streams.
    根据‘美国国家联合新闻调查组’刚公布的消息，用于止痛，防止感染，医治高胆固醇，哮喘，癫癎症，精神病和心脏病的药品污染了最少4千1百万美国人的饮用水。此次调查结果印证了一份于2002年发布的‘美国地质调查’所得到的结果, 这也是当时第一份关于国家河流和小溪被药剂污染全国性调查报告。
    Drinking water treatment plants are not designed to remove these pharmaceutical residues, and the AP team uncovered data showing these same chemicals in treated tap water and water supplies in 24 major metropolitan areas. It needs to be seen how this effects bottled water processed from municipal sources.
    饮用水的处理系统, 并没消除这些残留药剂的功能，并且‘美国国家联合新闻调查组’的数据所揭示的那样, 24个主要大城市市政供水中均含有这些化学残留物。可见这将如何影响使用这种市政供水制造的瓶装水。
    Shifting trends have encouraged the bottled water consumption, as have pushes for healthy living and some very successful marketing by large water companies starting with Perrier in the 1970s. Bottled water was and is in style, and its American sales have increased from about $50 million in 1960 to about $5 billion in 2000.
    潮流转变刺激了瓶装水消费，像推动了健康的生活的理念一样，一些由生产瓶装水大公司, 进行了非常成功的市场推广, 这可以追溯到从70年代毕雷矿泉水进行的市场推广，瓶装水在过去及当今, 都是时髦的, 美国销售额也从1960年的大约5千万美元增长到2000年的50亿美元。
    In 2007, total bottled water volume in the United States was 33.3 billion liters, a 6.9 percent increase over 2006, and the 2007 bottled water per capita consumption of 111 liters increased by approximately 7 liters, from 104 liters per capita the previous year.  
    在2007年，美国的瓶装水总量是333亿升，较2006年增长了6.9%，另外, 2007年瓶装水人均消费111升，较上年人均消费104升, 增长约7升。
    Additionally, the wholesale dollar sales for bottled water exceeded $11.7 billion in 2007, a 7.8 percent increase over the $10.8 billion in 2006.  
    此外，2007年瓶装水批发销售额超过117亿美元，较2006年的108亿美元, 增长了7.8%。
    Market watch companies foresee bottled water surpassing carbonated soft drinks (CSDs) to become the largest beverage category by volume within the next five to seven years.  
    市场调查公司预测, 在未来的5到7年内，瓶装水将超过碳酸饮料成为量最大的饮料类别.
REGULATIONS &  BOTTLED WATER CODE OF PRACTICE<BR>    法规及瓶装水实施规则
    Bottled water is a packaged food product that is comprehensively regulated by the U.S. Food and Drug Administration (FDA) and is subject to stringent standards for safety, quality, production, labeling, and identity.  
    瓶装水是一种包装食品, 是受到美国食品及药物管理局(FDA)管制的，需严格遵守有关安全、质量、生产、贴标和身份鉴别标准。
    Along with the FDA's Good Manufacturing Practices (GMPs), which are required of all foods, bottled water must comply with several other applicable regulations, including a Standard of Identity, Standards of Quality and additional, specific bottled water GMPs.  
    依照FDA的优质生产质量管理系统（GMPS）的要求，所有食品、瓶装水必须服从几项相关的法规规范，包括身份鉴别标准，质量控制标准及一些附加的要求，特别是那些关于瓶装水的优质生产质量管理系统(GMPS)。
    Being a packaged food product, bottled water is also bound by the full range of FDA protective measures designed to enforce product safety and protect consumers.  
    作为包装食类品产品，瓶装水也受到FDA保护办法的全面制约，这些保护办法均是用于增强产品安全度, 以保护消费者。
    States can also regulate bottled water inspections, sampling, analyzing and approving bottled water sources, and testing laboratory certification.  
    国家也规范了瓶装水检测、抽样、分析和并负责批准用于瓶装水的合格水源，以及测试实验室资质。
    As part of the IBWA Bottled Water Code of Practice, IBWA members voluntarily utilize the principles of Hazard Analysis and Critical Control Point (HACCP) for a science-based approach to bottled water production and safety.  FDA recognizes HACCP as a key component of food safety and consumer protection.
    作为国际瓶装水协会(IBWA)的瓶装水实施规则要求中一部分，国际瓶装水协会成员需自愿採用风险分析和关键控制点管理（HACCP）的原理, 以科学的方式, 进行瓶装水生产及保证产品安全。FDA认同风险分析和关键控制点管理(HACCP)是达至食品安全及保护消费者的一个重要的组成部分。
    The International Bottled Water Association (IBWA) is the trade association representing the bottled water industry. Founded in 1958, IBWA's membership includes U.S. and international bottlers, distributors and suppliers.
    国际瓶装水协会（IBWA）是一个代表瓶装水行业的贸易协会。于1958年成立，其成员包括美国和国际瓶装水公司、分销商及相关的供应商。
    The bottled water industry routinely employs additional measures to further the protection of its product beginning with the source on through to the packaging. These requirements are laid out in the Bottled Water Code of Practice. One important measure is the annual facility inspection. International Bottled Water Association members are required to undergo an annual, unannounced plant inspection. These inspections are conducted by an outside third-party organization and assess compliance with all applicable regulations. IBWA currently contracts the services of the National Sanitation Foundation International, an independent, highly qualified technical auditing and compliance firm, to perform these comprehensive audits.  
    瓶装水产业通常採用附加的方法, 进一步保护从水源直到包装的过程所生产出的产品。这些要求已详列于瓶装水实施规则里。其中一个重要手段就是对生产设施实施年检。国际瓶装水协会成员会被要求执行一年一度的、无须事先通告的工厂检测。这些检测由独立第3方组织执行, 并且按照所有的适用规则进行评估。IBWA目前通过一个独立的、高质量技术审核和执行公司-国家卫生国际基金会，来执行这些综合性的审核工作。
    For more details see appendix: (A) Federal, State and Industry Regulations and the (B) Bottled Water Code of Practice.
    如需要了解更多的细节, 可参考附件：（A）联邦，国家和工业法规和（B）瓶装水实施规则。
SEGMENTATION OF THE US BOTTLED WATER MARKET
    美国瓶装水市场划分
    Much bottled water sold in the US today is really bottled municipal tap water.  Dasani is a brand of bottled water from the Coca-Cola company, launched in 1999, after the success of Aquafina (produced by Coca-Cola-rival PepsiCo). Both brands use municipal water for processing and bottling.
    如今在美国销售的瓶装水, 实际上很多都是市政自来水进行灌装的。1999年由可口可乐的推出的瓶装水品牌Dasani, 是继Aquafina瓶装水（由可口可乐的竞争对手百事可乐生产）成功之后的另一个瓶装水品牌。这两个品牌都是採用市政自来水生产和装瓶的。
    Government and industry estimate that municipal water makes up forty percent of the bottled water sold.
    根据政府和行业估计, 有40%已销售的瓶装水是用市政自来水制造的。

    As part of a recent campaign, thousands of people across the US have been urging Pepsi to make changes in the Aquafina label, which includes an image of snow-capped mountains and states “pure water, perfect taste”. The image implies that the source of Aquafina is mountain spring water, but brands like Aquafina, Dasani and Nestle Pure Life do not have a natural source and the water is bottled from municipal (tap) water in multiple locations around the states.
    作为近期运动的一部分，全美数以千计的人要求百事可乐改变以冰雪覆盖的雪山和“纯净水，完美口感”的Aquafina的商标。商标所提供的形像暗示了Aquafina是来自山泉，但是像Aquafina，Dasani 和 Nestle Pure Life, 并没有天然水源, 而且这些瓶装水是採用美国不同地区的市政自来水进行灌装的。
    American bottlers are also permitted by the FDA to label water as spring water even when it’s treated with chemicals or pumped to the surface through a well near a true spring. For example, wells across southern Maine pump water to be sold as Nestlé’s Poland Spring, which is sourced neither from Poland Spring nor any other spring.
    美国瓶装水生产商也得到FDA的许可, 贴这样的泉水商标，既使它是经过化学处理或者通过水泵从靠近泉水的水井, 抽送到地面。比如，在南缅因州, 通过水泵抽起的井水, 用以灌装雀巢的波兰泉水(Nestlé’s Poland Spring), 并波兰泉水名义出售，但是它的水源既不是来自于波兰的泉水，也不是其他地方的泉水。
    This tactic of disguising the source of bottled water and actually selling “bottled tap water” instead has led to what has been called the “bottled water backlash”. Starting in April of 2007 in San Francisco, California when Chez Panis, a well known restaurant founded by Alice Water stopped serving bottled water for environmental reasons and provided only tap water for its patrons.
    这种掩饰瓶装水水源, 而实际上销售“瓶装自来水”的作法, 引起了 “反对瓶装水运动”。2007年4月开始，三藩市，加利福尼亚，当Chez Panis，一个由Alice Water女士创立的著名餐厅,由于环保的原因, 而停止销售瓶装水，只提供自来水给餐厅顾客。
    Thanks to environmental activists and lawmakers, bottled water may soon be more expensive and less accessible. The claim is that bottled water is wasteful and environmentally irresponsible, and there is a push for a host of new laws to tax, ban or otherwise hinder access to bottled water.
    感谢那些环保人士和立法者，瓶装水可能很快就会变得更加的昂贵, 并且不容易买到。他们声称瓶装水是浪费的, 并且对环境不负责任，社会上存在着一种力量, 推动新的立法来征税或者阻止消费者买到瓶装水。
    Among the anti-bottled water complaints is the claim that making and transporting bottled water uses too much oil and that switching to tap water could significantly reduce U.S. oil consumption. Yet even if everyone stopped drinking bottled water, U.S. oil consumption would decrease just 0.02 percent, based on figures found in a recent New York Times article criticizing bottled water.
    在反对瓶装水的抱怨声中，宣称制造和运输瓶装水消耗了太多的石油，如果大量使用自来水则可以显著减少美国的石油消耗。但即使每一个美国人都不喝瓶装水了,以《纽约时代》最近一篇批评瓶装水的文章的数据为依据，美国的石油消耗也只是降低了0.02%，
    At this point we need to make a clear distinction between two products that look very similar but are in fact two different products and easily confused by consumers, media and environmentalists.
    在这里，我们需要在两个产品之间做清楚的区分，他们看起来相似, 但是却是完全不同的两个产品，很容易被消费者、媒体以及环保人士所混淆。
Vocabulary to Characterize Premium Bottled Water
    描绘优质矿泉水的词汇
    With the "Fine Waters" book we are introducing a new way of characterizing bottled water in an epicurean context. Virginality, Balance, Minerality, Orientation and Hardness are used to create a vocabulary describing the subtle differences in bottled water and to draw attention to the uniqueness of the water and its source. The characterization is also key for matching water with food.
    在“优良水”书中我们介绍了一个新方法来表现瓶装水美味内涵。无暇，平衡，矿物质，原生态和硬度，这些用来描绘瓶装水的特别之处并且用独一的水和水源来抓住他人的注意力。这些描述也是将水与食物相匹配的关键。
    Virginality - Water naturally contains less than 1 milligram of nitrate per liter (mg/l). Higher levels of nitrate usually indicate that the water has been compromised in some form or another. The Nitrate level is therefore a good indicator of the overall quality of the water and it’s "Virginality". Nitrate in water is undetectable without testing because it is colorless, odorless, and tasteless.
    水的无暇性- 每升自然水含硝酸盐小于1毫克。较高含量的硝酸盐通常显示了水在某些或其他方面有了改变。硝酸盐含量级别因此成为水质和“无暇度”的一个很好的指示标准。如果不进行测试, 硝酸盐在水里是察觉不到的, 因为它是无色、无气味及无味道的。
Superior上等                 0 - 1mg/l
Very Good很好              1 - 4mg/l  
Good好                       4 - 7mg/l
Acceptable可接受的   7 - 10 mg/l
Potable适于饮用的    10 -50 mg/l
    Balance - Carbonation adds mouthfeel to the water and is the most important characteristic for matching bottled water with food. The Balance is designed to help with the description and categorization of sparkling water as it describes the “mouthfeel” of water based, on the level of carbonization in a five step scale. The range of the scale is from Still to Effervescent, Light, Classic and Bold.
    平衡 – 碳酸为水增添口感，并且它是瓶装水匹配食品的重要特性。平衡是用来将含汽水进行描述和分类, 就像我们之前描述水的口感一样，碳酸含量可分为5个等级。等级从无气  到含有微量有汽泡, 含有汽泡型, 有较多汽泡型和含有很多汽泡型5个等级。
Still无气                        0 mg/l
Effervescent含有微量有汽泡   0 - 2.5 mg/l  
Light含有汽泡型                      2.5 - 5 mg/l
Classic有较多汽泡型               5 - 7.5 mg/l
Bold含有很多汽泡型              7.5 + mg/l

    Minerality - An important characteristic of water is the amount of minerals it contains. The minerals are, after all, what gives the water its terroir. The amount of minerals dissolved in water is indicated as TDS (Total Dissolved Solids) and measured in milligram per liter (mg/l) or parts per million (ppm), both being equal.
    含矿物质性 – 矿物质含量是水的一个重要特征。矿物质赋予了矿泉水特有的身份。水中溶解矿物质量以TDS（固体总容量）衡量的。以毫克每升或PPM测量都是一样的。
Super Low超低          0 - 50mg/l
Low较低                    50- 250 mg/l  
Medium中等              250- 800mg/l
High较高                   800 - 1.500mg/l
Very High很高          1.500mg/l & over </FONT>

    Orientation - Water has either acid or alkaline properties, which are measured by a graduated scale called pH (for "potential hydrogen"), in which 1.0 to 6.9 is considered acidic, 7.0 is neutral, and 7.1 to 14.0 is alkaline. Acids generally taste sour (think vinegar), whereas alkaline substances are characterized by their bitter taste and sometimes give the perception of a slippery feel. There is sometimes a sweet perception in low alkaline waters (7.3 – 7.8). These are not sweet in the sugary sense, but are simply not bitter or sour. I find that my palate tends to identify acidity as a major component of taste at a pH of 5.0 or below. Here is how I would describe the taste of water based on the pH factor:
    酸碱性定向 – 水有酸性和碱性，以一个渐变的pH值表示，1.0-6.9是酸性，7.0是中性，7.1-14.0是碱性。酸性尝起来是酸的（想像一下醋的味道），反之碱的味道是苦的，有时带有滑腻的感觉。有时在低碱(7.3 – 7.8)水里有甜的感觉。这不是含糖的那种甜味，只是不苦又不酸。我发现我的味觉可以鉴别出pH值5.0或以下, 作为味道的主要组成部分-酸味。这里是我如何根据pH值, 描述水的味道。
Acidic酸的                  pH 5 - 6.7
Neutral 中性                pH6.7 - 7.3
Hint of Sweet带有甜味      pH 7.3 - 7.8
Alkaline碱味              pH 7.8 - 10

    Hardness - Water “hardness” is determined by a formula that calculates the sum of calcium and magnesium in the water.
    硬度 – 水的“硬度”是由公式计算水中含钙、镁总量得来的。
Soft 软水                                  0 - 17.1 mg/l
Slightly Hard弱硬                  17.1 - 60mg/l
Moderately Hard适度硬          60 -120mg/l
Hard 硬水                                120 -180mg/l
Very Hard高硬水                          180mg/l & over </FONT>
Premium Bottled Water Etiquette
    优质瓶装水礼节
    Food Pairings
    食品配对
    Creating a matrix matching all foods with bottled waters would be impossible, and it would surely take the fun out of experimenting with various combinations. The rules below should be taken as starting points for an exploration. Use them when water is the only beverage you are serving. (The next section describes how to choose water when you’re also serving wine as the meal’s primary beverage.) The percentages indicate how much weight the factor should be given in making your choice.
    创造一个所有食品配对瓶装水的矩阵是不可能做到的，但是进行不同的搭配实验, 肯定是很有趣的。以下的规则可以作为探索实验的开始。当水是仅有的饮料时, 我们就可以使用这些规则。（下一部分描述了怎样选择水, 当水和葡萄酒, 作为餐桌上主要饮料时, 来配葡萄酒, 以及用餐的主饮料。）这些百分比显示了选择的比重因素。

    The 75 Percent Rule: The mouthfeel sensation of the whole dish should be matched with the carbonation level of the water. The mouthfeel generated by the bubbles should be matched with the mouthfeel of the dish. Loud, big, bold bubbles overpower subtle dishes, while Still water might be too great a contrast with crispy food. Bigger bubbles would stand up better to the mouthfeel of such a dish. An alternative epicurean pleasure can be achieved by carefully contrasting the mouthfeel of a dish with a water’s carbonation. Sushi with an Effervescent or even Light carbonated water is a perfect example.
    75%法则：全部菜品的口感应该与水中的碳酸含量相匹配。由汽泡产生的口感, 应与菜的口感相匹配，重口味的、丰富的、含有很多泡沫给压倒细腻的菜的口感，同时, 当我们吃松脆的食品时, 无气的矿泉水可能也不大适合。在吃松脆的食品时, 大的泡沫可能更加配合口感。作为一种美食享受, 可以通过仔细配对不同的菜与碳酸水, 来进行细致的对比。寿司是配含有微量汽泡(Effervescent )水或是 含有汽泡型(Light)级别的矿泉水, 这些都是配对完美的例子。
    The 20 Percent Rule: The dominant food items of the dish should be matched with the mineral content of the water. Low TDS waters have a light, sometimes crisp, perception, while higher TDS levels give the water some weight and substance. High levels of sodium (salt), bicarbonate, and silica (or their absence) can also have some impact on the perception of the water. Use sodium-free water with caviar or water with a high bicarbonate level for cheese. Softer waters (low in calcium and magnesium) with higher silica levels can display a nice sweet softness that works well with some desserts.
    20%法则：支配地位的菜肴应该与含矿物质的水匹配。低固体含量(TDS)水带有含汽泡，有时有脆的感觉或口感，另外高固体物质含量(TDS)赋予水质感。高含量的钠（盐），碳酸盐，和硅（或其他物质）也能对水质有所冲击。吃鱼子酱喝无钠水或者吃干酪喝重碳酸盐等级水。软水（低钙及镁）有较高的硅的级别, 能展示甜点后, 提供美好的甜软感。

    The 5 Percent Rule: Fine-tune the drinking experience with the water’s acidity or alkalinity. A neutral pH works well with anything. Sometimes a sweet perception is possible in waters with a slight alkalinity, while waters with a very high pH may demonstrate a very subtle bitterness, but never an unpleasant one. Try matching acidic water with fatty food or seafood. The contribution that pH factor makes to food and water matching is easily overrated—only on the outer ranges of the spectrum (less than 5 or more than 10) does it play a more significant role.
    5%法则：以水的酸性和碱性微调我们喝水过程体验。中性pH的水配合所有种类的食物。有轻微碱性水带有甜的感觉，很高的pH值可能会显示出微苦的特性, 但绝不是令人喜欢的感觉。应尽量尝试以酸性水去配脂肪丰富的食物或海鲜类食物。我们有时候会过于强调水的pH因素对于食物配搭的影响---其实只在一个较大的范围内（少于5或大于10的范围）,它才会有较大的影响。
    Wine Pairings
    配葡萄酒
    If water is consumed alongside wine, different considerations apply: The water now plays a secondary role and needs to be matched with the wine, not the food. This is very important, you don’t want water and wine competing with each other for attention.
    如果用水来配葡萄酒饮用，我们要考虑不同的因素：此时, 水变成一个配角, 并且需要配合葡萄酒的味道，而不是食物。这一点非常重要，你不想水和葡萄酒相互竟争, 而影响对葡萄酒的注意力。
    If you drink carefully matched wine with your dish, only still water is appropriate—a clear distinction between main character (wine) and supporting cast (water) is necessary. But there is a slight difference between red and white wine: With white wine, choose water with a low mineral content and a neutral pH; red wine demands water with a medium to high mineral content and a neutral pH.
    如果你吃菜的时候, 仔细品尝的话, 只有不含汽的`水才是适合的---在主角(葡萄酒)和配角(水)之间, 必须要有一种明显的区分，。但在红葡萄酒和白葡萄酒有细小的差别：配白葡萄酒，选择矿物质含量较低和pH中性水；配红葡萄酒，选择矿物质含量中等至高以及pH中性水。
    The water should have a slightly higher temperature than the wine to prevent taking attention away from the wine. Think about stemware, too—most reputable producers of wineglass series offer water glasses that complement the wineglasses.
    水温应略高于葡萄酒的温度, 以避免水影响您品酒的注意力。想想那些高脚葡萄酒器皿---多数知名葡萄酒酒杯生产商会提供水杯, 来配衬葡萄酒杯.
Conclusion
    结论
    Premium Bottled Water from a natural source will continue to distinguish itself from the commodity products as it finds a wider audience and more attention from people looking for non processed foods.
    由一个纯天然水源的优质瓶装纯净水与工业化生产的商品水产品之间的差别将日益凸显，因为越来越多的人开始吧注意力转移到没有经过处理的天然食物上来了。
    Bottled water is no longer just for hydration but will be enjoyed at the table in as similar matter as wine, with attention to drinking temperature, stemware and presentation in branded bottles.
    瓶装水不再只限于解渴的用途，而是像美酒一样走上人们的餐桌，并且人们也开始讲究饮用温度、器皿和品牌产品的外观。
    Bottled water has truly found its place at the table and we see a large number of innovative companies creating appealing brands of premium and luxury waters from remote sources and we also see a strong demand from consumers and the hospitality industry for such brands of water.
    随着瓶装水日益普及，很多创新型企业利用偏僻的水源, 创建起一些很受欢迎的纯净水甚至是奢侈水品牌，来迎合消费者和医疗行业的需求。
    No longer is it enough to just fill a bottle with water. It has to be water from an excellent natural source and a brand needs to be developed to communicate the story and history of the water to the consumer. This development creates great opportunities for bottled water in the future.
    并非装在瓶子里的水就会受欢迎,而是要一出色的天然水源和一个牌子，并且建立起一个能够通过水的故事和历史来与消费者交流的品牌。这种发展模式将给瓶装水的未来创造巨大的机会。
    Ladies and gentlemen, premium bottled water is the next wine.
    女士们先生们，优质瓶装水是下一个红酒。


作者：Michael Mascha是www.finewaters.com（中文版www.finewaters.cn）的创办者

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