I see this as a luxury brand move - if so, it is a master...

I see this as a luxury brand move - if so, it is a master stroke.
At some stage there will be a milk style bottled water scandal and the Australia brand will be trustworthy. The rich will pay top dollar for it and the rest will drink from the streets.

BFC has set up the supply chain rig and are now pumping as much product through it as possible- anything that fits and has some margin will do IMO

Blue Lake in SA also has a good story to it and they should be able to market this well- even if it is exporting water from the driest state in the driest continent