Industrial Water Demand Management & Cleaner Production Potential: A Case of carbonated soft drink industry in Morocco Elhoucine AIT HSINE, University Caddi Ayyad Abstract Water is used in most process industries for a wide range of applications. Processes and systems using water today are being subjected to increasingly stringent environmental regulations on effluents and there is growing demand for fresh water. These changes have increased the need for better water management and wastewater minimization. In Morocco Water use in the food and drink industry is extensive at approximately 24 million m3 per year including 14 % of drinking water in 1994. This study was conducted in a carbonated soft drink industry plant, during two years, 2001 and 2002.We have investigated the state of the consumption and use of fresh water and the generation of the effluent in the factory. The aim of the study is on the one hand to identify all the process users of fresh water, on the other hand to develop a wastewater management by investigating the possibility of reuse, recycling and treatment. Keywords: beverage industry, Water demand management, wastewater treatment.