Binglu is Coca-Cola's purified water brand launched in China, and it became an instant hit as the only official drinking water for the Beijing Olympics. In 2018, Binglu accounted for 8.8% of China's bottled drinking water market, surpassing Wahaha to rank fifth, and with the channel resources accumulated by Coca-Cola, it widely occupied the 1 yuan market for China's pure water. It is the only pure water brand that has landed at Walmart Sam's Club, using the same two-stage reverse osmosis technology as Cestbon to purify water, and the process has undergone 5 microbial tests, and Coca-Cola Asia Pacific Technology Center has 221 test indicators for "Ice Dew" bottled water, which is safe and secure.
 
Although it is a pure water brand, Binglu has relied on mineral water for many years in the Chinese market. Mineral water is made of artificially added mineral ingredients in pure water, and it is a long-term edge ball of mineral water and pure water. After the implementation of the new national standard, only mineral water and purified water are left in the types of water, and the rest are all classified as "other drinking water", and "mineral water" has lost its label advantage, and its market position has plummeted.
 
The true sense of additive-free pure water in the cold dew has been neglected in the old propaganda strategy, and its market share is not as good as mineral water. In order to stabilize the market share that has fallen due to the impact of the new national standard, Coca-Cola registered a new pure water brand "Chunyue" in October 2013, and carried out integrated marketing under the name of "Binglu Chunyue" with the help of Binglu's existing market popularity. Relying on high-grade packaging, Binglu Chunyue has achieved Coca-Cola's goal of exploring the mid-end market of pure water, and occupies a place in the field of 2 yuan water. Binglu purified water continues to use lightweight and environmentally friendly packaging since 2010, and is firmly in the wholesale market, and is favored by bulk purchases such as sports games and barbecue sites.
 
Bottled water is recognized as a major energy consumer, mainly due to the cost of producing PET bottles and shipping. Binglu has the lightest and most environmentally friendly packaging on the market, such as only 11.8g after slimming in 550ml, which saves 35% of PET material compared with the original packaging, more than 10g lighter than other brands, and can save more than 70% of space after recycling, which is currently the most environmentally friendly bottle design. In order to counteract the uncomfortable grip caused by the thin bottle, Ice Dew fills each bottle of water with a drop of liquid nitrogen to increase the air pressure in the bottle and make the grip harder. This is also the reason why the ice dew purified water is deflated when opened, not a quality problem. Due to the short cap, the lid of the ice dew is not easy to unscrew, and the packaging is not tall at all, so it is not recommended for high-end occasions.
 
Binglu's sales in China are stable, mainly due to Coca-Cola's 45 factories in China. After all, it is a foreign-funded enterprise, and Coca-Cola's bottled water business in China is not deeply rooted, and it is only produced by Shanghai Shenmei Beverage and Food Co., Ltd., and supplied to Shanghai, Wuxi, Jiaxing, Suzhou, Nantong and other regions. In the production of ice dew bottled water, the "electronic nose" used to measure the odor of the barrel is used for the first time in the drinking water industry, and the water quality is also guaranteed.
 
The difference in packaging between Binglu and Binglu Chunyue bottled water is still quite large, and the price difference is understandable. Bottled water is only the color difference between the label paper and the barrel, the price of Binglu Chunyue is 26 yuan, which is 4 yuan more expensive than Binglu, and it is more recommended to buy Binglu bottled water.