For example, Evian water comes from the surroundings of Évian-les-Bains, a small town in Savoy, Europe’s highest-altitude region. This is also the region that produces Reblochon de Savoie, a famous cheese made of raw cow’s milk. Obviously, cows produce not only milk but also manure. In order to prevent the nitrates in cow manure from contaminating Evian, their premium product, Danone has become proactive and launched the initiative Terragr’Eau. Since the beginning of 2017, the initiative has been operating a center where farmers can bring their manure and have it converted into biogas. In addition, 36,000 tons of organic fertilizer are produced annually, and the nitrates no longer seep into the soil. In 1970 the per capita consumption of medicinal and mineral waters in Germany was 12.5 liters per year. In 1990 that figure had already increased to almost 83 liters, and today it is about 149 liters, according to the Association of German Mineral Springs (VDM). Wibke Spießbach from the VDM believes that German legislation has been an important growth driver for the industry. “Reductions of the legal blood-alcohol limit for drivers have benefited mineral water. In 1973 the limit was reduced from 1.5 to 0.8 tenths of a percent, and in 2001 it went down to 0.5 tenths of a percent,” she says. “Mineral water became an accepted drink on social occasions and was no longer associated with self-deprivation.”