Swiss bottle maker SIGG in hot water

Analysis: A sin of omission—failing to disclose liner composition—damages its credibility and its brand identity

For many American consumers, “Swiss-made” conveys an aura of precision and excellence. Like the renown of German engineering and Italian leather, the manufacturing capability of the Swiss has long been revered.

Thus, it was all the more surprising to hear that eco-friendly aluminum bottle maker SIGG had a secret up its metal sleeve dating to 2006. It turns out that the chemical liner used in SIGG bottles manufactured before August 2008 contained a small amount of the chemical BPA.

Bisphenol A (BPA) is under investigation. It is a chemical that leaches out of polycarbonate bottles and one reason that people abandon plastic in favor of metal bottles—in addition to environmental concerns. Bottle liners used by SIGG do not leach BPA—at least that’s what the company says. Yet, the mere presence of it in the liner is unacceptable to many health- and environment-conscious consumers.

After failing to fess up, will buyers trust anything SIGG says? This is irresponsible for a company selling to green consumers with a socially responsible sales profile.

It’s the omission stupid