Brita celebrates its 60th anniversary amid continuous innovation and sustainability

Brita, a company specialising in the optimisation of drinking water, is celebrating its 60th anniversary, a milestone that represents not only a moment of celebration, but also a strategic starting point.

From a small laboratory to a global player

Brita's story began in 1966 under a pear tree in the garden of its founder, Heinz Hankammer, driven by a simple yet revolutionary ambition: to make water better. The first filters, made by hand, paved the way for AquaDeMat in 1967 and the first filter for table water in the '70 s. Today, after six decades of pioneering spirit and international expansion, Brita is present in 70 countries, establishing itself as a global synonym for water optimisation.

Exponential growth founded on teamwork, as emphasised by Carola Modjarrab, a member of the company's Board: "For me, Brita's history is the impressive story of a family business that operates globally and has achieved international success for many years. In 70 countries, our subsidiaries and partners are doing an exceptional job. This means that the 60th anniversary is a special occasion not only in Germany, but throughout the world: an event of which we can all be proud and which is gladly used globally to share our story."

The company's internal transformation

In a world changing at an unprecedented pace technologically, socially and ecologically, Brita is responding to the challenges of tomorrow with a profound internal transformation.

"When I think of Brita, I don't just see a company. I see a story that is now at a new turning point," explains Markus Hankammer, ceo of the Brita Group and a member of the second generation to lead the company. "The world is changing. And we asked ourselves: what does this mean for us? For our products, our brand, our mindset? The answer is clear: we are transforming Brita. With our own strength and a clear direction."

In this context of evolution, the brand is becoming the new focal point of the company's strategy, shifting the focus from the mere function of the product to emotion and authenticity. The claim "Drink better. Do better." is ceasing to be a simple slogan and establishing itself as the company's true attitude, with the aim of inspiring people to live more consciously and demonstrating that water is much more than a commercial product.

The Net Zero 2050 milestone

For Brita, sustainability has been an integral part of its identity and business model since 1992, the year in which the pioneering recycling programme for filter cartridges was introduced. Today, the company incorporates "Planet Contribution" as a key performance indicator (Kpi), alongside financial parameters. This tool makes it possible to measure the positive impact of products in terms of single-use plastic bottles replaced, balancing this against the company's CO2 footprint. The commitment is concrete: working towards rigorous emissions reduction targets to achieve Net Zero by 2050.

Continuous innovation and corporate culture

Innovation is in Brita's Dna. From the renowned solutions Maxtra, Purity and Intenza, to the latest Brita Larq iQ and Brita Cube technologies, the company continues to develop cutting-edge solutions, increasingly integrating digital services for a highly customisable hydration experience.

However, the real driving force behind this transformation remains the people. Brita promotes a strong corporate culture based on feedback, personal responsibility and a growth-oriented mindset. As a family-run company, led by 1999 by Markus Hankammer, Brita plans its future in terms of generations rather than individual financial quarters, thereby ensuring long-term sustainability.

The Italian market

Echoing the Group's global vision is the perspective of the Italian market, a key territory in this evolution. "Celebrating 60 years of Brita represents a source of pride and a great responsibility," says Lorenzo Sarvello, managing director of Brita Italia. "Our country has a profound connection with water, but it also faces crucial challenges related to reducing single-use plastic. In perfect synergy with the global transformation of the brand and our Net Zero milestone, Brita Italia's commitment is to translate the 'Drink better. Do better.' attitude into a real impact on the local area. We want to continue to drive tangible cultural change, offering our filtration solutions to Italian families and businesses that choose to make a difference every day."

A shared journey towards the future

More than an anniversary on the calendar, the celebrations for this important milestone were conceived as a platform to give momentum to the new corporate identity.

"We see our anniversary not as a single event, but as a shared journey," concludes Julia Sturmfels, spokesperson for the 60th anniversary initiative. "2026 will be a year in which we remember our roots, make our transformation visible, strengthen our brand and create momentum for the next chapter. This is how great stories are born—stories that we will tell both inside and outside the company."

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.