Zagori Water

What Zagori Water does

Zagori Water is the bottled water brand of CHITOS S.A., a privately held Greek corporation headquartered in Ioannina, founded in 1955 by Ioannis Chitos and family-controlled since 1980 by his sons Konstantinos and Alkiviadis. The company sources natural mineral water from two privately owned underground springs in the UNESCO-protected Zagorochoria region of the Northern Pindos mountains at 485 meters altitude, bottling directly at source with no chemical treatment, no air exposure, and a 3-second-per-bottle cycle. Since 2002, CHITOS has operated a vertically integrated PET preform and cap production plant at the Ioannina Industrial Area, supplying its two Zagorochoria bottling facilities and, since 2021, a third bottling plant acquired via the ZIREIA EPE acquisition in Peloponnese.

The product portfolio spans still and sparkling natural mineral water in PET (330ml-5L), premium glass (250ml-1L), aluminum cans (330ml, launched 2022), a children's ZAGORAKI Minions line, the ZAGORI GO GREEN r-PET sustainable line (launched 2020 as the first Greek bottled water in 30% recycled plastic), SUPERFRUITS vitamin water (launched 2021), and the acquired ZIREIA mineral water brand. The company markets through TV, digital, outdoor, cinema, sports/cultural sponsorship, and CSR-driven campaigns, and reaches consumers via a proprietary national transport fleet serving supermarkets, kiosks, HORECA, and exports to 26+ countries.

Revenue is generated through wholesale/retail/HORECA sales of branded bottled water products, with the company holding the #1 position in Greek bottled water sales and consumer preference (2022 Healthy Diet Awards) and earning consecutive recognitions including Diamonds of the Greek Economy (9 consecutive years through 2019) and ICAP True Leader. End consumers are mass-market Greek households, HORECA operators, children (via ZAGORAKI), and health-conscious buyers (via SUPERFRUITS). Pricing is not publicly disclosed. The company does not have external institutional investors, is not listed, and operates without disclosed funding rounds, making it a family-controlled industrial FMCG operator with sustainability-led category extensions and international export reach as the primary growth levers.

Name

Zagori Water

Legal name

ΧΗΤΟΣ ΑΝΩΝΥΜΗ ΒΙΟΜΗΧΑΝΙΚΗ ΕΜΠΟΡΙΚΗ ΕΤΑΙΡΕΙΑ (CHITOS S.A.)

Website

https://zagoriwater.gr

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

251–500 employees

Short description

Zagori Water (CHITOS S.A.) bottles natural mineral water from privately owned springs in the UNESCO-protected Zagorochoria region of Greece, selling still, sparkling, flavored, and vitamin water products across PET, glass, and aluminum formats through domestic retail, HORECA, and exports to 26+ countries, holding the #1 position in the Greek bottled water market.

Ownership category

akta.pro rank

Product category

Bottled Natural Mineral Water

NAICS

Bottled Water Manufacturing (312112)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Mineral Water Bottling (Naturally Mineral) (AFAFACAB)

akta.pro secondary industries

Sparkling/Carbonated Bottled Water Production (AFAFACAE), Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF), Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH), Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)

Keywords

• Bottled mineral water
• Natural mineral water
• Sparkling water
• R-PET packaging
• HORECA water distribution

Headquarters

HQ city

Ioánnina

HQ country

Greece

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Bottled Natural Mineral Water Sales: CHITOS SA generates revenue primarily through the manufacture and sale of ZAGORI Natural Mineral Water products across multiple packaging formats (PET bottles, glass bottles, aluminum cans) and variants (still, sparkling, flavored sparkling). Revenue is derived from domestic retail and HORECA distribution as well as export sales to more than 26 countries.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

ZAGORI Natural Mineral Water sourced and bottled directly at source from two privately owned underground springs in the Zagorochoria region of Northern Pindos, sold across still and sparkling variants in PET bottles (330ml–5L), premium glass bottles (250ml–1L), and aluminum cans. The portfolio also includes ZAGORI GO GREEN (30% recycled r-PET), ZAGORAKI children's water, SUPERFRUITS vitamin water, and the acquired ZIREIA mineral water brand, distributed across Greece and exported to 26+ countries.

Product overview

Zagori Water (ZAGORI Natural Mineral Water) is a portfolio of natural mineral water products produced and bottled by CHITOS ABEE. The core offering consists of still and sparkling natural mineral water sourced from two private underground springs in the Zagorochoria region of Northern Pindos, available in PET plastic bottles (330ml to 5L), premium glass bottles (250ml to 1L), aluminum cans (330ml), and a children's sub-brand called ZAGORAKI featuring Minions characters. The portfolio also includes ZAGORI GO GREEN (PET bottles with 30% recycled plastic in still and sparkling variants with natural fruit flavors) and ZAGORI Sparkling in sleek aluminum cans. CHITOS ABEE further expanded into vitamin water (SUPERFRUITS WATER, 2021) and acquired the ZIREIA Natural Mineral Water brand. All ZAGORI products are bottled directly at source with no processing or additives, characterized by a pH of 7.8, low sodium, and naturally enriched mineral composition.

Differentiator

Problem solved

Functional benefit

Brands

• ZAGORI: Natural mineral water in PET bottles (330ml, 500ml, 750ml, 1L, 1.5L, 5L)
• ZAGORI Sparkling
• ZAGORI GO GREEN
• ZAGORAKI
• SUPERFRUITS WATER
• ZIREIA

Products and services

• ZAGORI Natural Mineral Water (PET bottles) Natural mineral water sourced from two private underground springs in the Zagorochoria mountain range of Northern Pindos, bottled directly at source without processing or additives. Available in PET plastic bottles in sizes 330ml, 500ml, 750ml, 1L, 1.5L, and 5L for everyday hydration at home, work, school, and on-the-go use.
• ZAGORI Natural Mineral Water (Glass bottles) Premium glass-bottle presentation of ZAGORI Natural Mineral Water targeted at dining occasions at restaurants, hotels, and home. Available in 250ml, 330ml, 500ml, 750ml, and 1L glass formats.
• ZAGORI Sparkling Natural Mineral Water (Glass bottles) Sparkling variant of ZAGORI natural mineral water in premium glass bottles with a lemon-flavored option, available in 330ml and 750ml formats for hospitality and home dining.
• ZAGORI Sparkling Go Green Sparkling natural mineral water in PET bottles made from 30% recycled plastic (r-PET), available in plain sparkling and flavored variants with natural fruit aromas (lemon, green apple, pink grapefruit). Awarded 'Product of the Year 2021' by IRI Hellas. Available in 500ml and 1.5L PET bottles.
• ZAGORI Sparkling in Can Sparkling natural mineral water in 330ml aluminum cans with plain, lemon, and peach natural-flavor variants. Zero sugar, zero calories, zero sweeteners, marketed as a sleek portable on-the-go sparkling hydration option.
• ZAGORAKI Minions Kids Series Natural mineral water for children packaged in 330ml bottles featuring Minions animated characters in 5 colorful variants, designed to fit easily in schoolbags for school and home children's hydration. pH 7.8, slightly alkaline.
• SUPERFRUITS WATER Vitamin water product launched in 2021, expanding the CHITOS ABEE portfolio into the vitamin-fortified water category for health and wellness consumers.
• ZIREIA Natural Mineral Water Natural mineral water brand acquired from ZIREIA EPE in 2021, sourced from the Peloponnese region and recognized by Greece and the European Union for high quality and a beneficial calcium/magnesium ion ratio. Bottled at ZIREIA's Peloponnese facility.

Quantifiable outcome

• ZAGORI Natural Mineral Water ranks #1 in sales and consumer preference for bottled water in Greece

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• ZIREIA EPE (Zagoreia)coreStrategic or Co-development Partner · 1 January 2021CHITOS SA acquired 100% of ZIREIA EPE, which bottles the Natural Mineral Water 'ZIREIA' — recognized by Greece and the European Union with high quality and a good ratio of beneficial Calcium/Magnesium ions.
• Protergia (MYTILINEOS)coreStrategic or Co-development Partner · 1 January 2020CHITOS SA has strategically chosen since 2020 to partner with Protergia, the alternative electricity provider of MYTILINEOS, for the use of electricity from 100% Renewable Energy Sources (RES) in all company facilities. Protergia and MYTILINEOS awarded CHITOS SA a Green Certificate confirming that 100% of the electrical energy used in 2021 came from Renewable Energy Sources with zero carbon dioxide emissions.
• Deutsche Pfandsystem GmbHcoreTechnology or IntegrationCHITOS SA is the first Greek company to have signed a contract with Deutsche Pfandsystem GmbH for the recycling of its packaging in Germany, supporting the return and recycling of its bottles internationally.
• Antapodotiki Anakyklosi (Returnable Recycling System)coreStrategic or Co-development PartnerSince 2013, CHITOS SA is a member of the National Collective System 'Antapodotiki Anakyklosi' (Returnable Recycling), placing Returnable Recycling Kiosks in various Municipalities with the goal of educating the public on proper recycling of various materials.
• TÜV HELLAS (TÜV NORD)coreTechnology or IntegrationCHITOS SA is the first company in its sector nationwide to have a certified Environmental Management System for the production process of r-PET packaging materials, certified by TÜV HELLAS (TÜV NORD), guaranteeing the company uses high-quality certified recycled plastic r-PET.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Sourotiri: Greek natural mineral water from the Vermio mountains, sold domestically and exported; competes with ZAGORI in the same premium-positioned mineral water category in Greece.
• Loutraki Thermal Mineral Water: Greek natural mineral water brand bottled in Loutraki, one of the closest domestic competitors to ZAGORI in the Greek bottled water market with comparable retail and HORECA distribution.
• Avra (Coca-Cola HBC): Greek mineral water brand bottled and distributed by Coca-Cola HBC, directly competing with ZAGORI on Greek retail shelves with multinational marketing and distribution firepower.

Broad incumbents

• Perrier (Nestlé Waters): Iconic global sparkling natural mineral water owned by Nestlé Waters; competes with ZAGORI Sparkling in HORECA and export channels and sets the premium sparkling benchmark ZAGORI aspires to.
• San Pellegrino (Nestlé Waters): Premium sparkling mineral water from Italy owned by Nestlé Waters; comparable to ZAGORI Sparkling in glass-bottle HORECA presentation and flavor-extension strategy.
• Gerolsteiner: Leading German natural mineral water brand known for mineral content and sustainability positioning; mirrors ZAGORI's mineral-rich, source-protected proposition in another European market.
• Evian (Danone): Global premium still mineral water owned by Danone, sold in 150+ countries; the international benchmark for premium still natural mineral water that ZAGORI competes with in export markets.
• Highland Spring: UK's leading natural mineral water brand with private protected source in Scotland; comparable vertically integrated bottling and sustainability story to ZAGORI in a different European geography.
• Vittel (Nestlé Waters): French natural mineral water owned by Nestlé Waters with mineral-enriched positioning; relevant comparable for ZAGORI's mineral-content and source-protection narrative in European retail.

Regional players

• Bisleri: Italy-origin mineral water brand with strong leadership in the Indian bottled water market; comparable family-built bottled water brand with multi-format portfolio and export ambitions similar to ZAGORI's trajectory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/zagoriwater
• YouTubeyoutube.com/user/ZagoriWater
• Facebookfacebook.com/ZagoriWater
• Instagraminstagram.com/zagoriwaterofficial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zagori Water