Cashiers hits high-water mark.

PositionCashiers, North Carolina, Carolina Mountain Spring Water Co. - Company profile

In advertising, image is everything, and in South Florida, the pristine image of the North Carolina mountains is selling drinking water.

"Floridians regard North Carolina as their vacation place," says Joe Dwyer, president of Miami-based Carolina Mountain Spring Water Co. "A Floridian thinks of North Carolina as a place to go that has clean air and clean water."

Any Floridians who don't think that way are helped along by the company's 100 TV spots a week. And either the water or the advertising must be good. The water, bottled near Cashiers in the middle of the Nantahala National Forest, is promoted using scenic vignettes of the property. Carolina Mountain Water (Dwyer dropped the word spring from the label because some of it comes from wells) is No.1 in South Florida grocery stores, according to an A.C. Nielsen survey.

Spurred by frequent reports that Florida's drinking water was threatened by pollution and overuse, Dwyer got into the bottled-water business in 1972. Searching for an isolated plot of land at the top of...

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