BRITA 2020

Based on the “BRITA 2020 – Conquer New Waters” strategy, BRITA wants to continue being successful as a company but also wants to preserve its identity as an independent, family-owned business.

Our vision

We will change the way people drink water sustainably.

Our mission

We offer to everybody the best possible drinking water experience according to their individual expectations.

The main points of the strategy


We want to become a more diversified company with a broad product portfolio in even more attractive markets.


We want to pick up speed in order to take advantage of our good starting position and BRITA’s enormous growth potential.


We want to promote a culture of entrepreneurship at every level of the organization.