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"YOU DRINK TAP WATER? ARE YOU CRAZY?" asks a 21-year-old radio producer from the Chicago area. "I only drink bottled water." In a trendy nightclub in New York City, the bartender tells guests they can only be served bottled water, which costs $5 for each tiny half-pint container. One outraged clubber is stopped by the restroom attendant as she tries to refill the bottle from the tap. "You can't do that," says the attendant. "New York's tap water isn't safe."
Whether a consumer is shopping in a supermarket or a health food store, working out in a fitness center, eating in a restaurant or grabbing some quick refreshment on the go, he or she will likely be tempted to buy bottled water. The product comes in an ever-growing variety of sizes and shapes, including one bottle that looks like a drop of water with a golden cap. Some fine hotels now offer the services of "water sommeliers" to advise diners on which water to drink with different courses.
A widening spectrum of bottled water types are crowding the market, including spring, mineral, purified, distilled, carbonated, oxygenated, caffeinated and vitamin-enriched, as well as flavors, such as lemon or strawberry, and specific brands aimed at children. Bottled water bars have sprung up in the hipper districts, from Paris to Los Angeles.
The message is clear: Bottled water is "good" water, as opposed to that nasty, unsafe stuff that comes out of the tap. But in most cases tap water adheres to stricter purity standards than bottled water, whose source--far from a mountain spring--can be wells underneath industrial facilities. Indeed, 40 percent of bottled water began life as, well, tap water.
A 2001 World Wildlife Fund (WWF) study confirmed the widespread belief that consumers associate bottled water with social status and healthy living. Their perceptions trump their objectivity, because even some people who claim to have switched to bottled water "for the taste" can't tell the difference: When Good Morning America conducted a taste test of its studio audience, New York City tap water was chosen as the heavy favorite over the oxygenated water 02, Poland Spring and Evian. Many of the "facts" that bottled water drinkers swear by are erroneous. Rachele Kuzma, a Rutgers student, says she...