A small Cretan village has transformed its ancient mountain spring into a world-renowned water brand, proving that community ownership and natural excellence can compete on the global stage.
Tucked away at the foot of Mount Psiloritis, the village of Zaros (Heraklion Prefecture) might seem an unlikely birthplace for a world-beating water brand. With just 2,150 residents living 400 meters above sea level, this picturesque Cretan community has achieved something remarkable: turning their local spring water into a globally recognized premium product that now reaches over 20 countries worldwide.
The Golden Standard of Water
In 2017, Zaros water achieved what many consider the ultimate validation in the beverage industry—winning the Gold Medal for “Best Bottled Water in the World” at the Berkeley Springs International Water Tasting in the United States. Competing against more than 600 entries from around the globe, Zaros triumphed at what’s often called the “Academy Awards of Water.”
This wasn’t a fluke. The brand had already secured two consecutive Superior Taste Awards from Brussels’ International Taste & Quality Institute in 2015 and 2016, establishing its credentials among international water connoisseurs.
A Story Rooted in Community
What sets Zaros apart isn’t just its award-winning taste, but its unique ownership structure. Established in 1980 as a grassroots initiative, Zaros S.A. remains firmly in local hands. The municipality of Phaistos owns 44% of the company, while 1,050 local shareholders—residents of Zaros and surrounding areas—hold the remaining 56%.
This community-driven model ensures that success flows directly back to the village. The company employs 70 people, predominantly Zaros villagers, and profits fund local infrastructure projects, cultural activities, and social programs. It’s capitalism with a conscience, Cretan-style.
Nature’s Perfect Recipe
The secret to Zaros water’s success lies in the natural filtration that occurs as rainwater and snowmelt from Mount Psiloritis seep through the fractured, karstic carbonate rocks of the mountain. Over many years, this journey through the rock layers naturally purifies and enriches the water with minerals before it emerges at the Amati spring.
This natural purification process results in water with a balanced pH of 7.8, a harmonious calcium-to-magnesium ratio, and a mineral composition that includes calcium, magnesium, bicarbonate, and low sodium, making it both refreshing and beneficial for health.
The Amati spring maintains a remarkably stable flow of 400 cubic meters per hour. Water is collected at a depth of 180 meters, ensuring it remains untouched by surface contaminants, and is piped directly to the bottling facility without any chemical treatment, preserving its natural purity from source to bottle.
Scaling New Heights
Recent years have seen explosive growth for the brand. In 2018, production increased by 35% following facility upgrades, and the company invested €5 million in 2019 for new machinery and production lines. Today, the facility can produce an impressive 35,700 bottles per hour at peak capacity, with a specialized line producing 13,500 bottles per hour of flavored and sparkling varieties.
Export growth has been particularly strong, with a 25% increase in 2019 contributing to an overall 5% sales boost. From Canada to China, and from South Africa to Israel, Zaros water has found its way onto tables across continents.
Environmental Guardianship
The Amati spring and the broader Psiloritis region are protected under the EU’s NATURA 2000 program and recognized as a UNESCO Global Geopark, ensuring the water source is safeguarded from industrial or agricultural contamination and preserving the area’s unique biodiversity.
Zaros S.A. maintains this commitment through 100% recyclable packaging in both PET and glass formats, along with ISO certifications for food safety and environmental management. It’s a business model that proves profitability and sustainability can go hand in hand.
The Taste of Success
With its naturally alkaline properties, low sodium content, and balanced mineral profile featuring calcium, magnesium, and bicarbonate, Zaros water offers more than just hydration—it delivers the pure essence of Crete’s mountainous heartland in every sip.
As global demand for premium natural waters continues to grow, this small Cretan village has shown that authentic quality, community values, and environmental stewardship create a winning formula. From ancient springs to modern success, Zaros water carries the spirit of Crete to the world, one bottle at a time.
Published on: June 1st, 2025
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