Earlier this month, Refreshment attended the Watercoolers Europe (WE) 2026 Conference and Trade Fair, which brought together professionals from across the water dispensing industry to discuss the latest market trends, challenges and innovations.

Held in Torremolinos, Málaga, Spain, from 15-16 October, the event welcomed manufacturers, suppliers, distributors and industry experts from around the world. With a programme of conference presentations, networking opportunities and product showcases, attendees had the chance to catch up on industry developments, exchange ideas and discover some of the latest technologies making their way into the market.

A closer look at the industry

The first day of the event featured a series of presentations from industry experts, examining everything from customer relationships and service excellence to market performance and opportunities for future growth.

Among the highlights was a keynote presentation from motivational speaker Michaela Merk, who opened the discussions with an interactive presentation on the power of relational intelligence and its role in building stronger relationships with customers, employees and business partners.

Using her experience of climbing to Everest Base Camp as a metaphor, Merk took attendees through five key elements of relational intelligence, empathy, trust, passion, gratitude and pride. Her central message was that, in a competitive industry where the product itself can be easily compared, the relationships companies build with their customers can make all the difference.

This focus on customer relationships continued with international speaker David Avrin, who explored how consumer expectations have changed and why businesses need to rethink the way they deliver their services.

According to Avrin, while quality remains essential, customers increasingly value speed, convenience and simplicity. He encouraged businesses to look at their processes from customers' perspective, questioning whether new technologies and systems are genuinely making life easier or simply creating more work.

© Watercoolers Europe

Another highlight was a presentation from Alberto Gutiérrez, the founder of Spanish water delivery company Aquaservice, who shared the story of the company's growth over nearly three decades.

Gutiérrez spoke about the importance of putting people first, explaining how the company's approach centres on its employees, customers and wider society. He also highlighted the role of consistent investment, excellent service and company culture in supporting long-term growth.

Market insights and opportunities

Another key highlight was a presentation from Akos Petri, managing director at Zenith Global, who shared findings from the company's latest research into the European water dispensing market.

According to Zenith Global's figures, the European market reached approximately 6.6 million installed water dispensers in 2025, up 2% on the previous year. Industry revenue totalled €2.51 billion, an increase of 6.3% on 2024.

However, growth varied considerably across the region. Western Europe recorded a 3% increase in installed machines, compared with 0.6% in Eastern Europe, with Spain emerging as a particularly strong performer.

In fact, Spain accounted for 87% of Western Europe's growth in 2025, adding approximately 102,000 machines to its installed base.

© Watercoolers Europe

Beyond the headline figures, Petri highlighted the growing demand for plumbed-in-coolers and integrated tap systems. In 2025, integrated tap installations increased by 5.8% in Western Europe and 8.4% in Eastern Europe excluding Russia and Ukraine, while plumbed-in-coolers recorded growth of 2% and 7.7%, respectively.

However, customer retention remains a challenge for operators. According to Zenith Global's research, approximately one in seven bottled water cooler customers in Western Europe cancel their contracts every year, representing an annual cancellation rate of 14.4%.

Petri also highlighted the importance of reviewing pricing strategies to keep pace with inflation, understanding why customers leave and identifying opportunities to expand services among existing customers. He encouraged operators to focus on these areas to improve profitability and support long-term growth.

Looking ahead, Zenith Global expects Europe's installed base to reach 7.5 million machines by 2030, showing further opportunities for growth across the industry.

An evening of celebration

Following the conference, attendees gathered at the Málaga Automobile and Fashion Museum for the evening gala and to reveal the Aqua Awards winners.

Surrounded by an impressive collection of restored vintage and luxury cars alongside haute couture fashion displays, guests enjoyed a three-course dinner and traditional Spanish dance performances, before the spotlight turned to the Aqua Awards, which recognised companies for their contributions to innovation, sustainability, marketing and access to water.

Droople – an IoT and AI-powered water intelligence and monitoring solutions for water coolers across Europe – took first in the Most Innovative Product or Technology category; while Kärcher secured two first-place awards, in Water for All and Sustainability Leadership.

Meanwhile, Cumpăna – a Romanian spring water bottler and watercooler service provider – was recognised with first place in the Best Marketing Campaign category.

© Watercoolers Europe

Innovation on the trade fair floor

The following day, attention turned to the trade fair, where exhibitors from across the water dispensing industry gathered to showcase their latest products, equipment and services.

The exhibition offered an opportunity to see some of the industry's newest technologies up close, while bringing together manufacturers, suppliers and operators to strengthen existing relationships and make new connections.

Among the products on display was Pureal's Line Changer (PPA-300), a slim, freestanding water filtration system designed to operate without electricity. The unit features a three-stage filtration system, incorporating a composite carbon block filter, an electropositive membrane filter and silver carbon block filter.

Designed for easy maintenance, the Line Changer uses an 'easy twist' filter replacement mechanism and features a replaceable manifold. Its compact design and ambient-water dispensing function offer a straightforward solution for locations requiring filtered drinking water without electrical connections.

Pureal also showcased Ecoclick filtration system, developed with a focus on simplifying filter changes while reducing material waste. The system features a push-button cartridge removal mechanism, allowing users to replace the inner filter cartridge without changing the entire housing.

According to the company, the outer housing and cap can be reused over an extended period, with recyclable components helping to reduce the amount of material discarded during routine maintenance. Ecoclick is available in three- and four-stage stage configurations, with filtration options including sediment, carbon block, ultrafiltration and reverse osmosis.

Water dispensing solutions for public and commercial spaces were another feature of the exhibition. Oasis presented its Essence wall-mounted bottle fillers, designed to provide a convenient way to refill reusable bottles.

The range features a contemporary design, with models offering hands-free sensor activation, a removable drip tray and a bottle-filling area designed to accommodate larger sports bottles. Selected models also feature a tempered-glass front panel, stainless-steel components and a contactless dispensing function.

Meanwhile, Canaletas showcased its BS series wall-mounted bottle filling stations, made from stainless steel and designed for installation in public and commercial environments.

The compact units use sensor-operated dispensing, with a blue LED illuminating the filling area and a safety timer automatically stopping the water flow. The system can be paired with a cooling unit to provide chilled drinking water, while optional filtration technologies include carbon block, sediment, UV, ultrafiltration and reverse osmosis.

On the manufacturing site, Siapi presented its blow-moulding machinery for large PET containers, including equipment capable of producing containers of up to 30 litres.

The company highlighted several technologies designed to improve production efficiency, including its Preforce Stretch Booster system, which optimises the pre-blowing phase, and its EVS, developed to reduce compressed air-consumption during bottle production.

Other features include automatic handle insertion, temperature monitoring during the moulding process and solutions for producing stackable containers, offering manufacturers greater flexibility in larger-format packaging production.

Looking ahead to upcoming launches, Mistral offered a preview of its Evopure Max water cooler, designed for office environments and scheduled for release in January 2027.

Speaking to Refreshment, Mistral's commercial director Christian Pelat also revealed that the company is developing two additional water coolers for launch in January: one designed to dispense flavoured water and another intended for the hospitality sector.

According to Pelat, both products are currently in the final stages of prototype development, with the company preparing to expand its portfolio into new drinking occasions and environments.

Elsewhere, Sigma Home Products presented its paper cup holder for water dispensers, while Blupura showcased WaveHome, a domestic water dispensing system aimed at bringing filtered drinking water into the home.

Looking ahead

Across both days, one message was clear: while the European water dispensing industry continues to grow, businesses are also having to adapt to changing expectations, new technologies and an increasingly competitive market.

Refreshment also caught up with representatives from Waterlogic Purezza, Aqua-Pure, Petainer and Blupura to learn more about their latest developments and the products they were showcasing at the event.

We also had the opportunity to sit down with conference speakers and members of the WE executive team for a panel interview, discussing the industry's biggest challenges and opportunities for the years ahead.

Watch the full interviews on FoodBev Media's YouTube channel.

Watercoolers Europe will return in 2027, with Bonn, Germany, set to host the next edition.