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Marrakech – French premium water brand Castalie and Moroccan glass manufacturer SEVAM have signed an industrial partnership to produce reusable glass bottles in Morocco, with local production set to begin in June 2026 and exports to European markets planned for 2027.
Under the agreement, 50,000 Castalie glass bottles will roll off SEVAM’s production lines by the end of the year, according to a press release. The bottles, previously imported from Europe, will now serve Moroccan hospitality establishments directly from local manufacturing.
SEVAM, a glass industry leader with over 90 years of operations in Morocco, produces more than one million glass articles daily – bottles, food jars, and tableware. The partnership positions its facilities as a production base not only for the domestic market but also for Castalie’s European network starting in 2027.
“We used to import these bottles from Europe. Today we produce them in Morocco and export them to Europe,” Souleymane Fassi Fihri, CEO of Castalie Maroc, noted. “That is the best proof that we can manufacture here, at the highest level of standards, and that Moroccan know-how belongs on the most mature markets.”
Castalie founder Thibault Lamarque described the move as “the best way to minimize the environmental impact of our supply chain,” adding that it demonstrates Moroccan industry meets “the most demanding standards of the European market.”
The French company, founded in 2011, operates on a model that replaces single-use plastic bottles in hotels, restaurants, and corporate settings. Its connected fountains filter local tap water on-site and serve it – still or sparkling – in reusable glass bottles.
The system has avoided the production of 515 million plastic bottles since launch, with an 88% reduction in carbon impact compared to individual bottled water, according to an analysis by consultancy Quantis.
Castalie’s client list in France includes Michelin-starred restaurants, luxury hotels, and public institutions, among them the Élysée Palace.
Read also: Morocco Is 10th Largest Plastic Waste Producer in Africa
Its Moroccan arm, Pure Water Solutions (PWS), was founded in 2025 by Fassi Fihri after he approached Lamarque directly. In under a year, the company installed more than 80 machines in establishments across seven cities, including Marrakech, Casablanca, Tangier, Essaouira, and Taghazout.
Clients include Four Seasons, Barceló Group properties, Le Doge in Casablanca – a Relais & Châteaux member – and three restaurants ranked on the 50 Best MENA list: Le Petit Cornichon (No. 21), Plus 61 (No. 31), and Farmer’s (No. 49), all in Marrakech.
“What struck us was the immediate interest from establishments,” Fassi Fihri said in a communiqué announcing the brand’s Moroccan launch in March. “Restaurants, hotels, and venues want to reduce their plastic use while maintaining the standards expected. Castalie responds exactly to that demand – on water quality, service elegance, and logistics.”
“We pay attention to everything on the plate – the products, the suppliers, the origin. The water we put on the table is no different,” Erwann Lance, chef and owner of Le Petit Cornichon, explained at the time. “Castalie allowed us to follow that logic through.”
The expansion taps into a growing environmental urgency in Morocco. The country generates nearly one million tonnes of plastic waste annually, with approximately 75,000 tonnes ending up in the environment or at sea, according to World Bank data.
The national recycling rate does not exceed 25%, per a 2023 UNIDO assessment. Single-use plastic bottles remain widespread across the hospitality sector.
Lamarque pointed to early adoption by high-profile names as a turning point. “Seeing establishments as demanding as Four Seasons or Le Doge adopt this way of serving water is a strong signal for the entire sector,” he stated.
Pure Water Solutions operates on a monthly subscription model covering installation, maintenance, and reusable glass bottles – a format designed to fit the operational needs of hospitality businesses transitioning away from single-use plastic.
