This book should be read.

In 1987, Americans drank only 5.7 gallons of bottled water per person per year, but the cumulative impact of ad campaigns and the vision of Madonna fellating a bottle of Evian in “Truth or Dare” more than doubled consumption by 1997. In 2000 the chief executive of Quaker Oats bragged to analysts that “the biggest enemy is tap water.” By 2005, the enemy had become the consumer’s bladder; and in 2006, Pepsi, which owns Aquafina, spent $20 million suggesting that Americans “drink more water.” That year we drank 27.6 gallons each at a rate of about a billion bottles a week.

Book Review – ‘Bottlemania – How Water Went on Sale and Why We Bought It,’ by Elizabeth Royte – Review – NYTimes.com