Sir Richard Branson started his Virgin brand with a humble beginning as record store. Since then, the Virgin empire has expanded to include airlines, music label, banking, health, tourism, and even gyms. Recently, Branson has announced a partnership with Strauss Water to rebrand its Israel-based water filtration systems as Virgin Pure.
These water dispensing machines are able to turn tap water into chilled or boiling drinking water with a touch of a button. The clean filtered water is available instantly.
Virgin and Strauss believe that there’s a potential market for 10 million British households to adopt the water systems. The dispensers cost from $460 and up to $583, which includes installation. The filters also need to be replaced every six months, and the UV system every year.