WEWILLCHANGETHEWAY P EO P L E D R
I N K WAT E R SUSTAINABLY

BRI TA“In the future, everyone
will design their own water.
Markus Hankammer, CEO BRITA Group”

BRI TA – I n t r o

We love water.
Everyone needs something that drives them.
For me personally, as for BRITA as a whole,
it is a passion for water. Water is both uniqueand an everyday phenomenon, essential tolife and lifesaving, very simple and yet highly
complex. While it is freely available in high quality for many people, it isvery difﬁcult for numerous others around the world to access. Water is a
scarce resource that is worth protecting. Considering how we might do
so is both exciting and a challenge that we like to face head on every
single day. In short: water is elementary for BRITA. And we’re not simply
playing with words here: this really does describe the close relationshipthat we have with this special element.
Today, over ﬁfty years after it was founded, BRITA as a company is a
global player with a long family tradition and is more dynamic than everbefore. In just a few decades, we have developed from a manufacturerof water ﬁlter jugs into a broadly positioned solutions provider and have
expanded across the world from Taunusstein in the heart of Germany.
Our vision is this: We will change the way people drink water sustainably.
Given this aim, I would like to invite you to get to know BRITA better. I am
sure that our passion for water will rub off on you as you read about and
see what we have to offer.

Yours,
Markus Hankammer

BRI TA – Re s e a r c h & De v e lo p m e n t

And we do everything we
can to understand it better.
BRITA immerses itself in the element of water every single
day in order to better understand its quality and characteristics. And because water is all about ﬂavour, we also needspecialists such as Birgit Kohler, a qualiﬁed water sommelier
who manages the sensory laboratory at BRITA. Together
with a highly trained expert team, she researches individual
ﬂavour experiences. This in-house scientiﬁc expertise helps
the company to achieve an ever better understanding of thebasic quality of water and enables us to derive ideas for new
products from our ﬁndings. This helps BRITA to get one step
closer to its mission “We offer to everybody the best possible
drinking water experience according to their individual
expectations.”“Flavour is quantiﬁable,” says Birgit
Kohler, certiﬁed water sommelier

Our experts tasting samples in thesensory laboratory

BRI TA
G e–s cHis
h ict hBRI–TAo tr ey

It all began underneath a pear tree.
BRITA is a success story “Made in Germany”. The ﬁrst chapter
in this story begins in 1966 with the young entrepreneur Heinz
Hankammer and his idea of using simple means to ﬁlter andthus optimize tap water. Searching for a memorable name forhis company, he chose his daughter’s ﬁrst name: Brita. Since
those early days, BRITA has developed into the only global
brand for drinking water optimization. As a “hidden champion”,
Company founder andinventor of the water ﬁlter jug:Heinz Hankammer

the company discovered a niche, created a market for it andcontinuously expanded it on a global scale.

Even though Heinz Hankammer had deep faith in his idea right from the start, he quickly
realized that success would depend on convincing others that filtration was effective. This
is why he developed the so-called tea test in 1970. He served people two cups of tea.
One contained boiled tap water and the other containedwater that he filtered using his invention before boiling.
The tea testdeveloped in 1970 by
Heinz Hankammer was
an impressive way ofshowing thedifference
between ﬁltered andnon-ﬁltered water

The result? The tea made with unfiltered water had
unpleasant streaks on the top, while the other was muchclearer and tasted much better. The comparison impressedand his invention became the first BRITA water filter jug.
Today, CEO Markus Hankammer is the second generation of the family to run the company
and has transformed BRITA into a global player with around 1,500 employees.
And the pear tree? It stood in the Hankammer family’s garden. The
ﬁrst “serial production” session for the company took place in theshade of this tree many years ago. From a one-man operation
to a global company – for good reason the BRITA story isreminiscent of the success todays start-up’s enjoy.

The ﬁrst “serial production” in 1967 in
the Hankammer family’s garden

BRI TA – M is s io n

We all need water. But we all like it
differently.
BRITA has long been a global company. But it could only become one because
we continue to think locally: in what way and for what do people need optimized
drinking water in the area in which they live? Which products meet these needs
best? BRITA has always oriented itself to the distinctive characteristics of eachindividual market in which the company has a presence. And the differences
between them are considerable.
In Germany and northern Europe, the making of tea and coffee is one of the main
applications for ﬁltered water. The United Kingdom, the home of “tea time”, was theﬁrst foreign market that BRITA conquered in the 1980s and remains one of themost important.
In southern European countries, ﬁltered water is drunk chilled. Tap water is often
highly chlorinated or contains other elements that affect its ﬂavour and smell aswell as ﬁne particles. With BRITA, the ﬂavour of drinking water can be considerably
improved. And it is cheaper and more environmentally friendly than water fromplastic bottles.
In Asia, people’s faith in water quality is very low. Not even the enjoyment of tea or
hot water is a given. The BRITA products developed especially for the Asian market
make people feel good and bring a portion of cheer back to everyday life.

We offer to everybody
the best possible drinking
water experience according totheir individual expectations

BRI TA – I n t e r n a t io n a lit yInvented in Germany.
Popular around the world.
It all began underneath the pear tree. And even as early as the 1980s, the small company was
beginning to take its ﬁrst steps beyond Germany’s borders: its internationalization began with theUnited Kingdom, France, Spain and Italy, which are all still important markets today. This upward
trajectory has continued at a steady pace – today, BRITA is a by-word for optimized drinking
water in over 60 countries on ﬁve continents and the only global brand in this segment.
The “Asian century” started in 1996 when BRITA launched a joint venture in India. In Asia,
which is now home to 60% of the world’s population, it has tapped into market after market
ever since: Russia, Japan, Taiwan, Hong Kong and China. The recipe for success was always
the same: serve local needs with innovative solutions.

Family company or global player? Both!
BRITA wants to continue its dynamic growth and entrepreneurial successin future. At the same time, it aims to retain the independence and identityof the family company. With this mindset, BRITA has become a term thatrefers to the optimization and individualization of drinking water across theworld and has developed in an incredibly positive way economically. This
success is rooted in three elements:
Firstly, BRITA employees across the world with their links to the company,

When it comes todrinking water optimization, BRITA is the only
truly global brandtheir commitment, creativity and willingness to always go one step further.
The corporate strategy “BRITA 2020 – Conquer New Waters” also plays a central role indriving forward the expansion of our business segments, both geographically and with a viewto the product portfolio.
And ﬁnally, the sustainable, innovative and versatile product solutions that BRITA offers both
now and in the future and the beneﬁts they provide, which are understood by people all over
the world.

BRI TA – Su s t a in a b ilit y

It will take centuries for thisbottle to disappear.
There are many reasons why water is the number one food product:drinking water is healthy, refreshing and simply does us good. However,there are no good reasons for drinking water from a bottle. On thecontrary: plastic bottles have a poor ecological balance, make water
unnecessarily expensive and eventually end up as plastic waste withdevastating consequences for our environment and the oceans.

Our wish forthe future:

With its products, BRITA wants to help change people’s drinking
behaviour over the long term and protect our planet.

sustainable growth.
At BRITA, it’s all about the most precious of all
natural resources. By its very nature, a topic
such as water also involves recognising thatyou have a great degree of responsibility towards
the environment. Like any other company, BRITA
wants to grow – not at any price, but sustainably.
Careful interaction with resources, waste
reduction and recycling are a matter of course.
But it is not just about keeping our environmental
footprint as small as possible. BRITA also wants
to raise awareness amongst people in general.
To make them change their drinking habits overthe long term and reduce their impact on theenvironment by using BRITA products. We are on
track in this respect: in 2015, enjoyment of BRITA
ﬁltered water saved 250,000 tonnes of CO2 frombeing released into the atmosphere.

A single plastic bottle can take up to
400 years to decompose. Isn’t it high time
we found some alternatives?

BRI TA – Pr o d u c t s

Then.

Now. And tomorrow.

Plain, efﬁcient, innovative:
the household water ﬁlter I from1970 was the ﬁrst complete waterﬁlter system made by BRITA

Future-oriented, attractive,
individual: with the BRITA
waterbars, you can haveyour favourite water athome any time – unlimited,fresh and easy

yource pro top by BRITA –the compact waterbar in a stylish 360° design.
BRITA ﬁltered and optimized water at the touch of a button. From stillto sparkling, either chilled or not chilled. It’s never been easier to enjoy
fresh, BRITA ﬁltered water.

BRI TA – Wo r ld wid e

There’s always
a BRITA moment
happening somewhere in the world.
Over 20 billion litres of water run through
BRITA products every year. BRITA
supports its customers across the world in
leading a conscious lifestyle and offers theright solution for every wish with its large
selection of products.

BRI TA – y o u r c e p r o e x t r a“As individual
as my family.”

FRANKFURT

Der #BRITAmomentfrom @Eva:
A cup of tea when
everyone’s out of
the house

yource pro extra by BRITA
Simple, intuitive and with unlimited access to your favourite
water – via touch display
Still, sparkling, chilled or hot – yource pro extra offers BRITA ﬁltered water
exactly according to your tastes. Its easy operation via touch display, stylishdesign and versatility in terms of use make this all-rounder an innovative
water solution for your home.

BRI TA – f ill&e n jo y St y le

“A good day begins witha glass of good water.”

BRITA fill&enjoy Style
The new generation water filter.
The classic from BRITA – reinvented. It looks as though it is made fromglass and ﬁts perfectly into every environment with its ergonomic design.
The ﬁll&enjoy Style is not just beautiful, but also very clever: using a
trafﬁc light system, the BRITA Smart Light lets you know whenit’s time to change the ﬁlter cartridge.

WARSAW
The MAXTRA+ Universal
cartridge with MicroFlow Technology provides even better
performance and ﬂavour

A #BRITAmomentfrom @Alicja: Without
her energy sourcein the morning, shewouldn’t be able to
do anything!

BRI TA – f ill&g o

MELBOURNE

A #BRITAmomentfrom @Jake: One ofhis easiest exercises?
Always drink enoughwater!

“We can’t do without fresh water.
But we can do without plastic waste.”

MELBOURNE

A #BRITAmoment from
@Linda and @Jake:
Always the three of us
on a shopping trip!

BRITA fill&go Vital and fill&go Active
The modern thirst quenchers for those whoare always on the go.
The new ﬁll&go systems ﬁlter tap water while you drink it. Thismeans that you can always enjoy BRITA ﬁltered water wherever
you are. Your daily companion thus helps you to drink enoughwater around the clock. In doing so, you help prevent plastic
waste and protect valuable natural resources.

BRI TA – ViTa p“A glass of water now and then,and the ideas will start to flow again.”

BRITA water dispenser
A new colleague that the old ones will
welcome.
If you want to stay on form as much as you can, the German
Nutrition Society says you’ll need around 1.5 litres of watera day to help you do so. The ViTap is quite simply made foryour company. It helps your employees drink enough waterand offers them cold still, cold sparkling or hot water. WithPARIS

it, not only will you save money and precious resources, but
the clever and comfortable water dispenser for kitchenettes,
ofﬁces and meeting rooms also makes a signiﬁcant

A #BRITAmomentfrom @Céline and@Thierry: Survived
presentation. Santé!

escontribution to helping your employees
stay productive and feel satisﬁed.

A cleverdrinking watersupply forcustomers andemployees

BRI TA – y o u r c e p r o s e le c t“Dad, ourtap water is sparkling!”
BARCELONA

A #BRITAmoment from @Pedro: A quick top up –my football mates are
already waiting for me.

yource pro select by BRITA
Everything this waterbar does is invisible.
At ﬁrst glance, it looks like a normal kitchen tap, but if you look moreclosely, you’ll see it offers the most individual way of enjoying water. The
waterbar by BRITA Yource supplies you with your personal favourite
water straight from the tap: still, medium or sparkling. Enjoy your water
fresh, chilled and in unlimited quantities whenever you like.

B RI TA – B o t t l e r

BRI TA – PURI T Y C“We now offer freshly
tapped water, too.”“98% of mycoffee is made

NAPLES

up of water.”
A #BRITAmoment from
@Carlo: The bar’s full.
No wonder: good water,
good coffee!

HOHENSTEIN

A #BRITAmoment from
@Peggy: Water thatis as individual as yourrestaurant guests.

BRITA Bottler
Discerning water for discerning guests.
Fresh regional products are on trend. How about
serving water from your own “source”? With the Bottler,
you can serve your guests and visitors freshly chilledwater from your “house brand” – still or sparkling.
Should you so wish, you can even serve it in reusable

BR TA PUBRIT
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glass bottles in an exclusive design with yourindividual logo.

WithWi
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err thahatt iss opt
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you
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cr
ema ... buoniissimo!

BRI TA – m y p u r e R8

“In our culture, water plays
a very special role.”

SHANGHAIA #BRITAmomentfrom @Lian: Great to
be able to enjoy water
without thinking about
it. No matter when.

BRITA mypure R8
Fits in perfectly with the largest market
in the world.
Chinese challenge: In order to signiﬁcantly optimize
the quality of tap water, BRITA uses a cutting-edge
reverse osmosis technique that is easy for consumers
to use and is installed by BRITA service employees.

The BRITA solution
reduces bacteria, odour,
metals and limescale
without the need for areservoir tank or pump.
Certiﬁed by independent
institutions for fresh andsafe BRITA cleaned water
direct from the tap„98 % meines Kaffees
bestehen aus Wasser.“BRI TA – f ill&s e r v e M in d

“I like both:clear water and clear design.”

BRITA fill&serve Mind
More design icon than kitchen equipment.
Why do we think water tastes better from a bottle? BRITA ﬁll&serve Mind is
the elegant and affordable alternative. And not just on a kitchen table, but alsoa table decked out in all its ﬁnery or always close to hand in the living room.
Material: As transparent as glass. Award-winning design.

AMSTERDAM

A #BRITAmomentfrom @Sophie: A brief
breather before getting
ready for the private
art viewing.

BRI TA – So d a m a s t e r“When it comes to water quality,
we can’t make any compromises.”

MANCHESTERBRITA water dispenser
Do more than just quench your thirst.
Whether a hospital, care facility or practice – in hygienically sensitive
areas, special preventative measures are required. With the BRITA
Hygiene Solution, you’ll be on the safe side: this special 3-zone
protection comprising a special input ﬁlter, steriﬁlter next to the wateroutlet and the unique thermal germ block to prevent retrograde
contamination fulﬁls hygiene requirements in challenging
environments – as proven by long-term
assessments carried out by independent
hygiene institutes.
HygieneSolution

A #BRITAmomentfrom @Marc:
Fantastic to havea water dispenser
available 24 hours
a day.

Whatever the future may bring,
BRITA has already started working on it.
For people who work for BRITA, interacting with water is more than just ajob. This is why the company will continue to think in a long-term way andwork sustainably in order to develop future-oriented products and solutions
for customers across the world with a pioneering spirit of invention.

Imprint© 2016
Publisher:
BRITA GmbH
Brand Marketing
Heinrich-Hertz-Straße 465232 Taunusstein
Germany

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Id-No. 1763318
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BRITA GmbH • Heinrich-Hertz-Str. 4 • 65232 Taunusstein • Germany • www.brita.net

FACTSFIGURESDATESBRITA at a glance.

+9 %

OVER

Our company in ﬁgures.

500

20

increase in total turnover for

BILLION

469

BRITA Group in 2016
429

400
362

litres of water run
333

through BRITA

1,697

employees worldwide *83 %products every year

e

e

DE

200 +9.4

%

ua
ann

at
th r

275

ow

l gr

rag

322

2011

2012

303

300

ave

321

283

255

218

183

191

172
162

887

134

employees in Germany *Proportion of total turnoverachieved outside Germany *

111

100
Millions
of €

0

Year

5%

250,000

of its turnover is invested

tonnes of CO2 emissions prevented last year thanks to

by BRITA in research andconsumers’ enjoyment of BRITA ﬁltered water

development every year

2000

5

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2013

2014

2015

2016

Production sites: Germany, United Kingdom, Switzerland, Italy, China***As of 2016. **Operation start in 2017, production for Asian market.

World Wide Water.
Our global reach.

Subsidiaries, branches
Distributors
Production sites

We care about morethan just water.
Committed to the environment

BRITA takes responsibility.
Even beyond our own business segments.

We care about more than just water and we arecommitted to the environment: with its products,
BRITA can help to prevent emissions. But evenas a company, we are becoming more efﬁcientin the way we interact with resources and energy
in order to reduce our impact on the environment

Committed to our employees

as much as possible.

BRITA encourages its employees to think and act independently.
Collaborative interaction with them is an important component in
the continuing growth of the company. BRITA loves and promotes
diversity. Around 1,700 people of 40 different nationalities work for
the BRITA Group across the world.

Committed to society
Social engagement has long been part of the
BRITA corporate culture. The company focuseson social aspects, the environment, health, sportand culture.

Committed to art

A r t
P r i z e

Enthusiasm for and commitment to the plastic arts andartists are ﬁrmly anchored in BRITA’s corporate culture.
For 25 years, BRITA has supported art and culture in theregion around the company’s headquarters of Taunusstein.
With the BRITA Art Prize, the company has created aplatform that celebrates and supports young artists living inGermany.

Tested, praised, award-winning.
The BRITA Group regularly receives prizes and awards for its brand,sustainability initiatives, the design of its products and its quality as an
employer.

Here is a selection:

Print

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BRITA GmbH • Heinrich-Hertz-Str. 4 • 65232 Taunusstein • Germany • www.brita.net