Wyatt_Junker
06-29-2007, 10:14 AM
Yes, we are that indulgent.
Thirty years ago, bottled water barely existed as a business in the United States. Last year, we spent more on Poland Spring, Fiji Water, Evian, Aquafina, and Dasani than we spent on iPods or movie tickets--$15 billion. It will be $16 billion this year.
http://www.fastcompany.com/magazine/117/features-message-in-a-bottle.html
Its all about the marketing. Anyone remember the pet rock? They put a rock in a pretty package. People bought it. Sold millions.
Meanwhile, Africans drink their own piss to stave off dehydration. We buy Perrier and shit. Not making a judgment call, I buy this shit too, but I lived through the 70's: no bottled water then. Just good 'ol tap.
And the price of water? Not much. But sell a bottle and you have what? 95% markup after manufacturing(bottle) and labor? That's a pretty good racket.
...snip...
Bottled water is the food phenomenon of our times. We--a generation raised on tap water and water fountains--drink a billion bottles of water a week, and we're raising a generation that views tap water with disdain and water fountains with suspicion. We've come to pay good money--two or three or four times the cost of gasoline--for a product we have always gotten, and can still get, for free, from taps in our homes.
...snip...
When we buy a bottle of water, what we're often buying is the bottle itself, as much as the water. We're buying the convenience--a bottle at the 7-Eleven isn't the same product as tap water, any more than a cup of coffee at Starbucks is the same as a cup of coffee from the Krups machine on your kitchen counter. And we're buying the artful story the water companies tell us about the water: where it comes from, how healthy it is, what it says about us. Surely among the choices we can make, bottled water isn't just good, it's positively virtuous.
Except for this: Bottled water is often simply an indulgence, and despite the stories we tell ourselves, it is not a benign indulgence. We're moving 1 billion bottles of water around a week in ships, trains, and trucks in the United States alone. That's a weekly convoy equivalent to 37,800 18-wheelers delivering water. (Water weighs 81/3 pounds a gallon. It's so heavy you can't fill an 18-wheeler with bottled water--you have to leave empty space.)
good article
Thirty years ago, bottled water barely existed as a business in the United States. Last year, we spent more on Poland Spring, Fiji Water, Evian, Aquafina, and Dasani than we spent on iPods or movie tickets--$15 billion. It will be $16 billion this year.
http://www.fastcompany.com/magazine/117/features-message-in-a-bottle.html
Its all about the marketing. Anyone remember the pet rock? They put a rock in a pretty package. People bought it. Sold millions.
Meanwhile, Africans drink their own piss to stave off dehydration. We buy Perrier and shit. Not making a judgment call, I buy this shit too, but I lived through the 70's: no bottled water then. Just good 'ol tap.
And the price of water? Not much. But sell a bottle and you have what? 95% markup after manufacturing(bottle) and labor? That's a pretty good racket.
...snip...
Bottled water is the food phenomenon of our times. We--a generation raised on tap water and water fountains--drink a billion bottles of water a week, and we're raising a generation that views tap water with disdain and water fountains with suspicion. We've come to pay good money--two or three or four times the cost of gasoline--for a product we have always gotten, and can still get, for free, from taps in our homes.
...snip...
When we buy a bottle of water, what we're often buying is the bottle itself, as much as the water. We're buying the convenience--a bottle at the 7-Eleven isn't the same product as tap water, any more than a cup of coffee at Starbucks is the same as a cup of coffee from the Krups machine on your kitchen counter. And we're buying the artful story the water companies tell us about the water: where it comes from, how healthy it is, what it says about us. Surely among the choices we can make, bottled water isn't just good, it's positively virtuous.
Except for this: Bottled water is often simply an indulgence, and despite the stories we tell ourselves, it is not a benign indulgence. We're moving 1 billion bottles of water around a week in ships, trains, and trucks in the United States alone. That's a weekly convoy equivalent to 37,800 18-wheelers delivering water. (Water weighs 81/3 pounds a gallon. It's so heavy you can't fill an 18-wheeler with bottled water--you have to leave empty space.)
good article