How evian’s Partnership with the MICHELIN Guide Came to Life
Considering the prestige associated with the annual MICHELIN Guide and the ratings that come with it, it takes an equally prodigious brand to create a worthy collaboration.
However, evian has proven itself up to the task, making a big splash with the recent announcement of its two-year partnership with the iconic brand. It’s something that cements Danone’s water label as one of the country’s – if not the world’s – finest, and, crucially, sends the message that its offerings are worthy of being paired alongside the finest dishes in all of Canada – no small feat.
Of course, arrangements like this don’t come together overnight. Brands have to feel each other out, align on ethos, and make plans for just what they want to showcase… and how. Activations and events take a lot of work, and this collaboration was no exception, as the two strove hard to ensure that when they officially launched this partnership at Toronto’s MICHELIN Guide ceremony, the event would be flawless. So, to learn just what it took to bring the evening to life, as well as, overall, how this all came to be, LBB’s Jordan Won Neufeldt sat down for a chat with Danone Canada’s marketing director of beverages, Alexandra Latendresse, for a chat.
LBB> From the top, congratulations on your new partnership with the MICHELIN Guide! How did this all come to pass?
Alexandra> Thank you very much, we're incredibly excited about this partnership with the MICHELIN Guide!
This collaboration came about quite naturally, as both evian and the MICHELIN Guide share a deep commitment to excellence and premium experiences. For over a century, the MICHELIN Guide has been synonymous with culinary and hospitality excellence, recognising top-tier chefs and dining professionals around the world. Similarly, evian has long been dedicated to promoting the essential role of natural hydration in self-care while rejuvenating taste buds, making it the perfect companion for any elevated dining experience. So, the idea for the partnership was sparked by our mutual desire to enhance the dining experience for discerning consumers who seek out the best in every aspect of their meal. Diners at MICHELIN-starred establishments expect excellence at every touchpoint, and we recognised that premium hydration plays a pivotal role in shaping the overall dining experience.
LBB> Strategically speaking, what does this represent to your brand? What made it the right move for you, and what are you hoping to accomplish now that it’s official?
Alexandra> This partnership elevates evian's brand by aligning us with a globally-recognised authority in culinary excellence, reinforcing our commitment to quality and premium experiences. Through this collaboration, we aim to enhance the dining experience at MICHELIN-starred establishments, increase brand awareness among those restaurant goers, and support the culinary community's passion for quality and innovation.
LBB> You mentioned that this partnership also represents an alignment of brand ethos and history. Tell us more about yours! What does evian stand for, and why does its journey complement MICHELIN so well?
Alexandra> evian stands for purity and natural hydration, with a history dating back to 1789. Our water undergoes a unique 15-year natural filtration process in the French Alps, resulting in exceptional quality and minerality. The premium experience that evian offers is also enhanced by its iconic glass bottle silhouette, which brings timeless elegance to any table.
Similarly, MICHELIN’s coveted stars signify restaurants that exemplify excellence, with a focus on the quality of ingredients, advanced culinary techniques, exceptional service, and culinary innovation making them worthy of a special journey. Both brands share a passion for meticulous craftsmanship and enhancing life's finer moments, making this partnership a natural alignment of our shared values and heritage.
LBB> Can you tell us more about what goes into bringing a bottle from the French Alps to the dining table? It sounds like a cool process!
Alexandra> evian’s water gets its unique cool, crisp taste from its 15-year journey. It starts as snow and rain, and travels slowly through layers of glacial rocks where it becomes naturally-filtered and enhanced with electrolytes and minerals. Nature gives our water everything it needs – we don’t add things for taste or enhance with extras.
LBB> Of course, a big part of this is the fact that evian will be showcasing some of its products at the various ceremonies happening in Canada this year. How did you decide what to put on display?
Alexandra> For this partnership, we wanted to showcase evian’s 750ml glass bottle range of still and sparkling water.
The first phase of this partnership sees evian playing a pivotal role in the Toronto and Vancouver ceremonies, seamlessly integrated into various elements to enhance the attendee experience. This includes co-branded mentions on stage, the provision of evian sparkling and still water, specialty drinks featuring evian, branded glassware, and gifted ‘congratulations’ evian sparkling bottles for chefs to enjoy. We’re excited to see how this partnership continues to evolve.
LBB> Building on this, the Toronto event has already happened! How did it go? Do you have any anecdotes from the night, and did people enjoy what you had to offer?
Alexandra> The Toronto ceremony marked the beginning of a beautiful, seamless integration between the brands. The night was electrified with vibrant energy, thanks in large part to chef Masaki Saito who was awarded two MICHELIN stars. His remarkable presence and infectious smile truly illuminated the event.
The evening also offered ample opportunities to connect with exemplary industry professionals, all set against a backdrop of joyous congratulations. Many chefs and attendees left the event happily carrying their own evian glass bottles, celebrating the night with well-deserved accolades – sometimes even taking two!
LBB> You’ve mentioned the 750ml glass range – what makes it so central to your brand? Tell us about its significance!
Alexandra> Simply put, evian’s 750ml glass bottle range of still and sparkling water is the brand choice for select MICHELIN-starred establishments in Canada, including Burdock & Co, Kissa Tanto, Alo and Edulis. These restaurants recognise the importance of a seamless dining experience from start to finish, paired with evian’s unique mineral composition and iconic bottle silhouette.
LBB> What have been the biggest challenges of bringing this partnership to life? And how did you overcome them?
Alexandra> The biggest challenge has been the race against time. Everything had to come together in such a short window.
However, as soon as the collaboration began, it came about quite naturally. The teamwork and agility from the MICHELIN Guide team was pivotal in bringing to life such a great first partnership integration.
LBB> What lessons have you learned from this experience?
Alexandra> That we have only begun to scratch the surface with this newfound partnership. We look forward to building so much more in 2025, including stronger brand integration and brand-led activation booths on the ceremony sites.
LBB> Finally, do you have any recommendations for evian offerings? What should Canadians be on the lookout to try?
Alexandra> As featured at the Toronto event, we'd recommend enjoying evian Sparkling by the glass, or indulging in the Paloma mocktail by mixing fresh grapefruit juice with evian Sparkling over ice, garnished with a slice of grapefruit.
