Elder Water, a new British spring water brand, has launched a closed-loop glass bottle system aimed at helping hospitality operators reduce single-use packaging.

Founded by Island Poké founder James Gould-Porter, the company bottles spring water in reusable glass containers that are collected, refilled and redelivered through a circular distribution model. The brand describes the concept as the 'milkman of British spring water'.

The water is sourced from a protected spring in Cheddar Gorge and is naturally high in calcium and magnesium. According to the company, the spring sits on certified organic land and offers one of the richer mineral profiles among UK sources.

Elder is initially rolling out with sustainability-focused hospitality partners in London, including Tramp Private Members’ Club, as well as pubs such as The Merry Harriers and The Waterman’s Arms. Venues operated by Lunar Pub Group are also part of the initial rollout.

The brand is backed by angel investors, including individuals previously involved with Soho House & Co and Mr & Mrs Smith, as well as a professional rugby player.

Commenting on the launch, Gould-Porter said the company was created to address packaging waste in the bottled water sector.

“After years in the industry, it became impossible to ignore the waste built into something as simple as bottled water," he said. "Elder exists to redesign that system, without asking venues to compromise on quality, experience or ease. Plus, we’re also offering them a saving vs traditional bottled water brands and added saving by removing disposal costs.”

Elder’s model allows customers to place an order or subscription online, receive water in reusable glass bottles and return empty containers in crates during the next scheduled delivery, enabling the bottles to be washed and refilled.

The launch comes as the hospitality sector faces increasing pressure to reduce single-use packaging, including the introduction of a 10p single-use glass tax per bottle. Elder says its system is designed to provide a circular alternative for restaurants, pubs, hotels and households seeking lower-waste options.

The company’s long-term ambition is to develop a nationally scalable circular water system operating across multiple channels and sectors.