Aspen water (from Alamosa) hits the market | AspenTimes.com
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Aspen water (from Alamosa) hits the market

Naomi Havlen

Fresh from an aquifer beneath Alamosa, Aspen-brand water has hit stores.

Aspen Pure, delivered in a clear bottle featuring a graphic of the Maroon Bells, is being sold in several shops and restaurants around Aspen. Barry Gordon, owner of The Aspen Collection and former president of the retail merchant’s association, is the entrepreneur behind the new H2O on the market.

Over the past year, Gordon arranged to build the water plant in Alamosa and establish water rights. Water is brought up from the aquifer, goes through five purification processes, and is then bottled and shipped.

Gordon said Alamosa is one of the purest areas for water in the state because it is devoid of manufacturing and widespread industrial pollution.

The concept of bottling water and selling it linked with Aspen was pitched one year ago, when the Aspen City Council was approached by a company interested in taking water from Aspen taps to a plant in Las Vegas, where it would go through a purification process before being bottled for sale. At the time, City Attorney John Worcester said the idea had been mulled over for the past five or six years.

Although the first shipment of Aspen-brand water would have been ready last July, the plan stalled in June when the council had more questions than answers about the process, and had concerns about the summer’s severe drought conditions.

But Barry Gordon held fast to his plan to market a water that capitalizes on an Aspen image, and Aspen Pure is now working on national connections.

“I have no doubt it will sell better out of Colorado than within the state. The reason is, say you’re in New York, Chicago or L.A., it’s prestigious to show the bottle and say ‘I have Aspen water,'” Gordon said. “Let’s face it – that’s what it’s all about.”

Gordon said Aspen Pure will soon be opening their corporate offices on Cooper Avenue.

“The money from this supports our town – we pay rent here and we have local employees,” Gordon said. “With a name like Aspen Pure, when the bottles are a hit on the national scene, it will promote our city.”

Although Gordon said the design of the Aspen Pure bottle isn’t quite finished – local artist Tammy Lane will add Aspen trees to the sides of the bottle – he said the feel of the bottle was designed “especially for outdoor types as we are in Aspen.” Made of a heavy-duty resin, Gordon said the bottle doesn’t collapse in your hand as you drink, and its round shape with a deep groove is good for carrying on a hike or sticking in the bottle holder of a mountain bike.

A note on the back of the bottle says that a portion of sale proceeds will be contributed to research for breast cancer, heart disease and muscular dystrophy.

“We’re supporting Aspen, and we’re people in Aspen creating something that will give Aspen a broader identification in the marketplace,” he said. “That’s what we’re all about. For me, it’s always been about giving back to the community.”


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