America Untamed. Mountain Valley Spring is a 150 year old American institution. In the past two decades though, the bottled water market has become increasingly complex with an influx of imported waters defining a new luxury market; Mountain Valley Spring had become lost in the mix. We set out to define what makes Mountain Valley America's original premium water brand. Quickly realizing that Mountain Valley is rooted in Americaness, its most important, and redeeming quality. We leveraged this, expressed by building an American lifestyle brand not a water company. Making America fall in love once again.