Dion Nash tries the lava-lamp styled bottle designed to appeal to those on the dance floors of popular clubs and bars. Picture / Glenn Jeffrey
A new tipple - pure New Zealand spring water - was added to boutique spirits company 42 Below's range yesterday.
Labelled '420', the 420ml bottle resembling a lava lamp is targeted at the dance floors of high-end, style-conscious bars and clubs.
Former New Zealand cricketer Dion Nash created the product,
which is not due to be launched for another three months. Chief executive Geoff Ross expected the water's source - from beneath an extinct volcanic zone in the central North Island - would appeal to the company's overseas customers.
"In offshore markets, people love this story and our New Zealand origins.
"In fact, we are often asked, 'Can we taste the water you use in your vodka?' " he said.
Listed in 2003, 42 Below sells its vodka and South gin locally as well as in the United States, United Kingdom and Australia.
This month, it reported a $5.22 million net after-tax loss for the year to March as it continued to invest heavily in the US market.
