Elder Water, a new British spring water brand, has launched a closed-loop glass bottle system designed to help hospitality operators cut single-use waste.
Dubbed the ‘milkman of British spring water’, Elder is bottled in glass, filled at source and delivered again, and again. Set up by Island Poké founder James Gould-Porter, Elder is on a mission to deliver the best quality British spring water, straight from source, across the UK. Collected, refilled and redelivered.
Elder is backed by a standout group of angel investors, including former investors in Soho House and Mr & Mrs Smith, alongside a professional rugby player.
Sourced from a protected spring in the heart of Somerset (Cheddar Gorge), naturally rich in essential minerals, Elder Water has been designed for restaurants, pubs, hotels and homes seeking more circular solutions. Drawn from certified organic land and featuring one of the richest mineral profiles in the UK, the water is naturally high in calcium and magnesium, delivering a clean, invigorating taste.
Elder Water is initially rolling out with a group of sustainability-focused hospitality partners across London including Tramp private members’ club, Merry Harriers (recent top 50 gastro pub list), The Waterman’s Arms (also recent top 50 gastro pub list), the Lunar Pub Group’s farm-to-fork venues and more.
One million bottles of water are sold every minute, with most never recycled*. But water is circular by nature and it deserves a system that lets it flow the way it was meant to; continuously, respectfully, beautifully.
Commenting on the launch, James Gould-Porter, founder of Elder Water, said the brand was created in response to the level of packaging waste embedded in traditional bottled water supply:
“After years in the industry, it became impossible to ignore the waste built into something as simple as bottled water. Elder exists to redesign that system, without asking venues to compromise on quality, experience or ease. Plus, we’re also offering them a saving vs traditional bottled water brands and added saving by removing disposal costs.”
The launch comes as the hospitality sector is facing increased pressure to reduce single-use packaging (single use glass tax, at 10p per bottle) and improve environmental credentials across their operations. Elder is designed for the hospitality, conscious businesses, and people who care about provenance, simplicity, and waste reduction.
Attitudes to drinking tap water are shifting too, as studies suggest low mineral levels may raise health risks, prompting people to rethink their choices and move towards alternatives including bottled water. There’s also a focus on using water wisely as people balance taste, sustainability, and conscious consumption in their daily hydration habits.
Gould-Porter added: “Hospitality has always shaped how people eat and drink, and Elder is redefining water – how people bottle, refill and drink it.”
Elder Water operates on a simple, circular system designed to eliminate single-use waste while delivering convenience. Customers place an order or subscription through the online store, choosing a delivery time that suits them, and Elder Water arrives straight to their door in reusable glass bottles. Once enjoyed, empty bottles are placed back in a crate, ready for collection at the next scheduled delivery.
Elder’s long-term ambition is to build a nationally scalable circular water system that could operate across multiple channels and sectors.
