The human body is largely composed of water, so it’s understandable that we take this most quixotic of elements for granted. We arbitrarily snatch bottles of water from the deli case and knock back the same stuff we shampoo our hair with. It’s no surprise then that, to some, it might seem silly to give our water selection the same importance we give our choice of wine—that was before Vue Swiss Luxury Water, Herbal Blend No. 7 came along, of course. Bottled in Switzerland and infused with a blend of specially grown herbs, Vue Water No. 7 is in a category all its own, bringing new depth to cocktail menus at the fi nest dining establishments and dazzling crowds at toptier events across the globe.
Pure Swiss mountain water is transformed into its own “vintage” by a master blender, who lightly infuses it with edelweiss, peppermint, verbena, orange mint and other herbs. Harvests differ from year to year, though each conjures the formula’s distinctively healthy, herbal spirit. And as No. 7 opens people’s minds to this new way of considering water, other blends are in the works, offering subtle new flavor profiles.
“Say you’re pregnant, or you simply choose not to drink some night,” says CEO Eric Schmid, a financial whiz who founded the company in 2007. “You don’t want to sit there while other people order Champagne or Petrus wine and have a dumb orange juice. Vue stands for a heightened water experience. The word itself means ‘view’ in French; our herbs are grown at 7,000 feet, on the same farms that grow Ricola’s herbs. We can justify the designation ‘luxury water’ from its contents, its flavor intensity, even its silk-screened glass bottle.”
Diners at highly rated restaurants (think those with Zagat scores of 25 or higher and Michelin starred restaurants abroad) and attendees at the world’s most exclusive events couldn’t agree more. Vue No. 7 was introduced to the US as a sponsor of The Mercedes-Benz Polo Challenge in Bridgehampton, and was also present at the Hamptons International Film Festival this fall and the October premiere of Uma Thurman’s film Motherhood. (It’s also available at Oso in East Hampton and Tutto Il Giorno in Sag Harbor, with NYC outlets on the way.) The water has won fans at the Grand Prix of Monaco, Art Basel Miami Beach, the Montreux Jazz Festival and the Omega European Masters golf tournament as well. “Our motto is, ‘Slow down, free your mind and enjoy life through beauty,’” says Schmid. “We feel we belong at any event—art, music, golf or polo—that conjures that spirit.”
A singular offering in what many considered an oversaturated market, Vue No. 7 is a refreshing choice for discerning palates, holding its own among Champagne, cocktails and fine wine. So next time you’re out, skip the Krug and enjoy the Vue.
