LONDON--Bottled water brand Life Water has tapped W Communications to hone its positioning in the UK spring water market.

W will take charge of an integrated consumer and trade PR push, designed to showcase Life Water’s credentials as an ethical water choice.

“We were immediately impressed with the team at W Communications; not least with their spot-on commercial insight but their continual creativity and energy leaves us in no doubt that they will be vital in developing Life Water as a genuine market contender,” said Life Water co-founder Simon Konecki.

Life Water is the latest addition to W’s food and drink portfolio, which also includes Sailor Jerry Spiced, Hendrick’s Gin, Gallo Wines and The Meatwagon.

“It’s great to be involved with a brand that has such sound environmental credentials as well as genuine commercial viability,” said W managing director Warren Johnson. “We are looking forward to creatively and stategically developing the brand.”