Water harvested from Mount Rainier

File this ad under Baloney Sliced on an angle.  Slice Baloney on an angle, and it is still Baloney, but it might sell better.

This ad came out of a magazine titled “Guitar Aficionado.”   Water harvested from Mount Rainier.  Genuine Glacial Milk.    In 2008 they state that they “harvested” 22,000 cases (at $100 per case = $2.2 million.)   Twelve 20 ounce bottles per case at $96 per case is about 40 cents per ounce of Glacial Milk.   To compare,  a 1 Liter of bottle water is about $1 or 2.9 cents per ounce.    22,000 cases containing twelve 20 ounce bottles is 41,250 gallons (eight or nine 5,000 gallon tanker trucks).

From this discussion, Bottle Water Economics, the cost of goods on a bottle of water is about $0.20.  Not sure if these Water Milk sellers are using glass or plastic bottles (Does Glacial Milk taste better in glass?  The ad dose not mention the bottle).  A guess at their packaging cost per case (bottles, caps, labels and box): $2 to $3.  Let’s say the cost of goods per case is $6.

Their biggest expense has to be the marketing.   From their tag line, For those who appreciate one of a kind…., they probably spent their marketing dollars on; 1. A targeted mailing list of 100K people in high income brackets. 2. Ads in glossy pubs.  They probably have an ad deal with the suite of Aficionado titles (wonder if they have a cigar in the background in the Cigar Aficionado title).    A rough rule of thumb is that the selling price is about 7 times the cost of goods, 96/7 is about $14.   We can make a guess at the marketing cost per case is in the range of $8.

The envelope numbers indicate that they cleared over a million bucks on selling water, cloudy water.

GlacierMilk

Wonder if Aquafina Pond could sell as well as Glacial Milk? It is unique. Aquafina Pond please!

2 thoughts on “Water harvested from Mount Rainier

  1. Lawerence

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  2. Takele

    that anger is not sin but to not be angry as a result and intived others to find solace by airing their grievances as well. Only one post actually followed that advice out of all of them. One man, Deti, said what he was angry about and included himself in it, but only in answer to argument.Jennifer: your comments in the beginning were respectful and interesting, but arguing your side alone against many turned into a mob attack upon you and has only continued to decline into chaos. I am very sorry for the way many have treated you on this site. Debates about equality and mutualities will not be fostered on a site made by an enraged man for other enraged men. Your pearls are being cast to those deaf to your cause and will do no good here.Deti: disgusting ..I can’t say much else about that perverse list you think is good to print on any public venue.Matthew: grow up.To the maker of the page: Has your outflow of anger against women in general as a reaction to the one who hurt you helped anyone yet? Hatred flows from hatred and love from love. Please read thoughtfully through each post and ask yourself which is being spread here. I will be praying for you all, but will not engage further.God’s blessings to all,TH

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