Yuppie Codes Return in the Age of Wellness

From Perrier’s green bottle to Svalbarði’s iceberg purity, water has once again become a mirror of cultural aspiration

In 2025, fine water has become the new frontier of luxury dining, transforming a universal necessity into a symbol of discernment. The idea is not entirely new; its roots trace back to the 1980s when Perrier and Evian turned bottled water into the status symbol of yuppie culture. Then, luxury water was a marker of aspiration and affluence, sold through …