Distributing Dannon as their low tier brand, with Dasani as their middle offering, and also distributing Evian as their high price offering, the company is using strategic alliances to boost their portfolio with Danone, the French group.The UK was chosen as the launch pad for Dasani in Europe. The big players in bottled water see the UK market as still ripe for exploitation. The bottled drinking water market is very small in comparison to its continental neighbours. The annual consumption of bottled water per capita in the UK is only 34 litres, which is paltry in comparison to Germany's 116 litres, France's 149 litres, Spain's 126 litres and Italy's 203 litres per capita. The market for bottled water is estimated to grow rapidly because of number of environmental factors such the drive towards a healthier lifestyle and consumers growing concern over the safety and quality of their local water supplies. Consumers are being bombarded by promotional messages for water filters, aggravating their concerns and fears over the quality of tap water.