Our Water

Water possesses memory, retaining information and recounting tales. This phenomenon has piqued the interest of not only folklore and romantic poets but also scientists.
The primary objective of our recent campaign was to share the captivating story of Borjomi water with our international friends. There is an abundance of narratives to unveil. It journeys from volcanic rocks to mountain crevices, descending to depths of 8,000 meters. Along the way, it accumulates over 60 elements, merges with other waters, and brings the Earth's warmth to us. It's no miracle, so why keep this narrative to ourselves?
Despite its diverse adventures, we've discovered that Borjomi has never divulged its own enchanting origins. Perhaps it's unspoken, but conveying this essence to people demands great concentration and effort. With this mindset, we conceived a campaign known as "The Revival of the Legend of Borjomi."
It was challenging, but our love for sharing our unique culture with foreign friends knows no bounds, even when obstacles loom large.
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<img src="https://static.borjomi.com/uploads/ezgif-com-optimize-3-ca64d37a.gif" alt="" width="1048" height="590" />
The principles inscribed on the emerald tablets &ndash; "As above, so below" &ndash; held true here as well. Crafting a new campaign mirrored the process of Borjomi's formation, involving the fusion of over 60 elements:
Musicians, dancers, copywriters, cameramen, directors, producers, designers, actors... They blended like minerals in the Earth's crust, each contributing their best qualities to breathe life into the legend, much like Borjomi itself.
The result is a campaign as distinctive and multifaceted as Borjomi.
Perhaps this is the essence of our country's potential &ndash; to forge something novel by amalgamating numerous elements, capable of astonishing the world. This endeavor was colossal, spanning from Ukraine to Kazakhstan and encompassing multiple countries concurrently.
The Borjomi narrative permeated all channels, digital and non-digital alike. The deer, the hunter, the forest, the song, the dance, all came to life, perhaps kindled by the vivacity of the water's gurgling. Emerging from the Earth's core, Tina Dalakishvili shared confidences with renowned figures from different nations.
Our remarkable cultural tale resonated deeply with many hearts, delivered with precision akin to acrobatics.
There's no need for words; witness the ring and the creative process firsthand.
However, there's one condition: make sure to impart this to your foreign friends. This achievement isn't solely Borjomi's; it's a credit to everyone who danced, sang, fought, baked khachapuri, laughed, cried, washed shoes, drained wine, knitted socks, and hunted. Without their unseen efforts, this campaign wouldn't be possible. It may sound clich&eacute;d, but it's undeniably true.
The entire country stands united behind this endeavor. Our overarching goal was to demonstrate that Borjomi is a testament to our nation's immense wealth.
Indeed, the Earth has a memory, and Borjomi remembers all that transpired on its surface and all that is yet to come.
So, in a single drop, centuries of history converge.
<img src="https://static.borjomi.com/uploads/2-1x1-geo-fc21ab36.gif" alt="" width="465" height="465" />

Water possesses memory, retaining information and recounting tales. This phenomenon has piqued the interest of not only folklore and romantic poets but also scientists.
The primary objective of our recent campaign was to share the captivating story of Borjomi water with our international friends. There is an abundance of narratives to unveil. It journeys from volcanic rocks to mountain crevices, descending to depths of 8,000 meters. Along the way, it accumulates over 60 elements, merges with other waters, and brings the Earth's warmth to us. It's no miracle, so why keep this narrative to ourselves?
Despite its diverse adventures, we've discovered that Borjomi has never divulged its own enchanting origins. Perhaps it's unspoken, but conveying this essence to people demands great concentration and effort. With this mindset, we conceived a campaign known as "The Revival of the Legend of Borjomi."
It was challenging, but our love for sharing our unique culture with foreign friends knows no bounds, even when obstacles loom large.
&nbsp;
&nbsp;
The principles inscribed on the emerald tablets &ndash; "As above, so below" &ndash; held true here as well. Crafting a new campaign mirrored the process of Borjomi's formation, involving the fusion of over 60 elements:
Musicians, dancers, copywriters, cameramen, directors, producers, designers, actors... They blended like minerals in the Earth's crust, each contributing their best qualities to breathe life into the legend, much like Borjomi itself.
The result is a campaign as distinctive and multifaceted as Borjomi.
Perhaps this is the essence of our country's potential &ndash; to forge something novel by amalgamating numerous elements, capable of astonishing the world. This endeavor was colossal, spanning from Ukraine to Kazakhstan and encompassing multiple countries concurrently.
The Borjomi narrative permeated all channels, digital and non-digital alike. The deer, the hunter, the forest, the song, the dance, all came to life, perhaps kindled by the vivacity of the water's gurgling. Emerging from the Earth's core, Tina Dalakishvili shared confidences with renowned figures from different nations.
Our remarkable cultural tale resonated deeply with many hearts, delivered with precision akin to acrobatics.
There's no need for words; witness the ring and the creative process firsthand.
However, there's one condition: make sure to impart this to your foreign friends. This achievement isn't solely Borjomi's; it's a credit to everyone who danced, sang, fought, baked khachapuri, laughed, cried, washed shoes, drained wine, knitted socks, and hunted. Without their unseen efforts, this campaign wouldn't be possible. It may sound clich&eacute;d, but it's undeniably true.
The entire country stands united behind this endeavor. Our overarching goal was to demonstrate that Borjomi is a testament to our nation's immense wealth.
Indeed, the Earth has a memory, and Borjomi remembers all that transpired on its surface and all that is yet to come.
So, in a single drop, centuries of history converge.
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THE LEGEND OF LIFE-GIVING WATER COMES TO LIFE

Although the birth of Borjomi may have been accompanied by sparkles, it flowed quietly in the forest for a long time. Only a few people knew its legend and savored the juvenile energy it offered. <img src="https://static.borjomi.com/uploads/ezgif-com-video-to-gif-15-c5223a72.gif" alt="" />
Archaeological excavations have unearthed stone baths, bearing witness to the use of this juvenile water thousands of years ago, not just for drinking but also for other purposes.
It's often said that in life, one is born twice.
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In the case of Borjomi, the bouquet of life whispered quietly, drawing the attention of an entire empire over the course of a century.
In the nineteenth century, it gained such renown that even the ruler of the time, Yevgeny Golovin, sent his own daughter for treatment. The nature of Ekaterina's ailment remains unknown, but it's a fact that Borjomi healed her like a wounded deer.
The first spring emerged, known as Ekaterina's Spring, marking the beginning of Borjomi's second birth. As time passed, the water continued to flow.
Rulers changed, but Borjomi remained constant. Consequently, their interest never waned. Golovin was succeeded by Vorontsov, Vorontsov by Romanov.
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Both rulers liked Borjomi's water and the natural surroundings so much that they chose it as their summer residence. They constructed houses, baths, and hotels. The hotel names of that era reflected Borjomi's European-style resort status, including places like Marseille and Berlin.
Borjomi became a gathering place for salon conversations, poets, artists, lovers, and aristocrats. Soon, they began bottling the water. Initially, this was done by hand, and glass bottles were crafted manually. However, over time, mechanization took over, and by 1900, Borjomi was even being exported. By 1913, production had exceeded 9 million bottles.
Everyone unanimously agreed that water with such exceptional characteristics could not be found anywhere else in the world.
Then came the era of the Soviet Union, and Borjomi effortlessly made its mark on the USSR. It was omnipresent&mdash;at banquets, weddings, birthdays, in theaters, opera houses, cinemas, and even during historical moments where the fate of the planet was decided. Borjomi bore witness to it all and was an observer of everything.
It was even sold in the United States during the Cold War era, breaking through the iron curtain.
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Mother nature doesn't discriminate among her children; she nurtures everyone equally, infusing them with life in the same way. Borjomi embodies this unconditional love of mother nature, like a genie trapped in a bottle.
Despite numerous attempts, Borjomi has never lost its Georgian identity. It has remained a symbol of Georgian culture, encompassing dance, song, nature, unique cuisine, and hospitality. It represents the tangible side of Georgia's intangible wealth. Its connection to the Georgian land, both figuratively and literally, is so profound that breaking this bond is nearly impossible.
One could say that Borjomi has traversed this lengthy journey of self-discovery alongside Georgia. Discovering oneself isn't a complicated process; it entails shedding what doesn't belong to you, what has been imposed from the outside. What remains is your true essence. And when you stand on that foundation, you become strong because it's the eternal part of you, something that no one and nothing can ever take away.
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The incorporation of Georgian ornaments into Borjomi's visual identity further intertwines this juvenile water with its homeland.
In general, assigning geometric figures to any specific ethnic culture can be challenging.
<img src="https://static.borjomi.com/uploads/ezgif-com-video-to-gif-14-4f415e73.gif" alt="" /> Carl Gustav Jung made an interesting observation when he realized that the sketches he made in his youth resembled the drawings of Australian aborigines. This led to his discovery of what he called the collective unconscious.
Indeed, geometry is a universal language, and these forms lie deep within the collective unconscious. However, when they surface, they pass through the prism of individual consciousness and take on local nuances.
Georgian ornaments are no exception. They originate from the collective unconscious but are transformed by the Georgian spirit, much like Borjomi itself. Born from the depths of the earth, they are molded within the Georgian soul.