I ran across this Japanese mineral water brand a while back and was impressed by the packaging. Besides the prototypically Japanese color patterns, the bottle itself was cleverly designed to recall the contours of gourds, which were in days gone by used like canteens in Japan. So the combination of the shape, label and mineral water contents makes Hyotan Kara Mizu a modern product with a delightfully fun and traditional feel ("hyotan" means "gourd" in Japanese).
But given the price (¥350 per bottle when purchased direct in cases of 20, and over ¥500 in some retail channels), my guess is that not a lot of people are purchasing the brand as an everyday drink. More likely, they're buying the bottles to use as display items, reusable containers or as little gifts. I for one will be picking up a few as souvenirs to take to Stateside friends over the holidays.
Hyotan Kara Mizu is manufactured by Kinki Partners (a Nara-based company known more for its recycling-related enterprises than consumer products).