All Blacks' water worries

Ali Williams has stepped forward to manage the bottled water business. Photo / Paul Estcourt

Three All Blacks who lent their names to a bottled water brand have had to sink their own cash into the charity that was meant to profit from sales.

Captain Richie McCaw is the most visible face of the Water For Everyone business which also includes mates Dan Carter and Ali Williams.

In a determined effort to keep it going Williams has stepped forward to manage the business. Carter has underwritten it by up to $500,000.

McCaw's contribution is his face - used to sell a product that is in direct competition to one of the All Blacks' main sponsors, Coca-Cola.

The trio set up the Premium New Zealand Trading Company Ltd two years ago. On a TV ad McCaw says: "For every bottle sold, 5 cents goes into a trust that will be put back into the community." The trio then set up the For Everyone Charitable Trust.

The Herald on Sunday was contacted by Williams after making inquiries into the charity's latest accounts .

It is understood the company has sold hundreds of thousands of bottles of water through supermarkets since it began in 2009.

The charity might have expected to have benefited by about $30,000.

The charity has publicised a donation of $10,000 to the Christchurch earthquake appeal, although after our inquiries the secretary on Friday night released the names of a group of organisations whose grant applications had been approved.

Williams said the amount going to charity would be revealed in newly completed accounts.

"When we sell a bottle, money goes into this charity. We are doing that and if we didn't do that we would be sitting in a better position. But we have chosen to do that.

"It's hard enough as it is - and let me tell you, the charity has made more money than we have. In fact, we've lost money."

Records filed with the Personal Property Security Register show the company has been underwritten by the company that manages Carter's profile.

In a security agreement registered last July, Carter Promotions Ltd was listed as holding security of up to $500,000 over the bottled water company.

Williams took control of the business after the All Blacks trio separated from business partner Lee Wynyard, who runs the Kebabs on Queen chain and a halal meat business.

Williams said: "If you knew how many hours I do with this company on top of what I do with my rugby, it would have been easier to write out a cheque."

The business separation from Wynyard came as the host company at the Premium New Zealand Trading Company Ltd's formal address shut down.

The "29 Spring Street, Freeman's Bay, Auckland" address - still carried on the bottles of Water for Everyone - was the base for The Media Counsel, run by Wynyard's sister Glenda Wynyard.

The Media Counsel had helped design advertising for Water For Everyone and arranged placement with media companies.

The Media Counsel collapsed last year and the latest liquidator's report said the $2.4 million shortfall was largely due to Glenda Wynyard "removing funds from the company to fund her lifestyle".

The Premium New Zealand Trading Company Ltd was not listed among those owed money and was a separate entity.

Williams said the shareholding had changed to reflect the end of Lee Wynyard's time in the company.

"Business never goes to plan.

"There's been a lot of frustrating times dealing with what we've done which started with a dream. The dream is still alive. This is a New Zealand company trying to help out."