MARKETING: Perrier in Six-Packs

For more than a century, France's Perrier mineral water has been a familiar presence in Europe's toniest restaurants, glossiest spas and priciest specialty shops. The gaseous drink in the light green bottle—distinctively shaped like an Indian club—has somehow managed to retain an air of exclusivity even though Source Perrier has been for years the world's largest bottler of sparkling water; the company also owns such brands as Vichy and Contrexeville. Yet Perrier water has just about saturated the Western European market, and the rate of growth has been leveling off. Now, in an expansionary effort, the company has decided...