www.aquawww.aquawww.aquawww.aqua----syn.eusyn.eusyn.eusyn.eu

con con con con il patrocinio il patrocinio il patrocinio il patrocinio didididiRegione SicilianaAssessorato Regionale dell’Istruzione e Formazione ProfessionaleDipartimento Regionale dell’Istruzione e Formazione Professionale

UNIVERSITÀ degli STUDI di CATANIADipartimento di Scienze Mediche,

Chirurgiche e Tecnologie Avanzate "F. G. Ingrassia"

Ordine dei Tecnologi Alimentari

di Sicilia e Sardegna

Catania (Italy), 19 March Catania (Italy), 19 March Catania (Italy), 19 March Catania (Italy), 19 March 2015201520152015

WORKSHOP WORKSHOP WORKSHOP WORKSHOP

LA QUALITÀ DELLE ACQUE MINERALI NATURALILA QUALITÀ DELLE ACQUE MINERALI NATURALILA QUALITÀ DELLE ACQUE MINERALI NATURALILA QUALITÀ DELLE ACQUE MINERALI NATURALI

THE THE THE THE QUALITY OF NATURAL MINERAL WATERQUALITY OF NATURAL MINERAL WATERQUALITY OF NATURAL MINERAL WATERQUALITY OF NATURAL MINERAL WATER

Tap Water vs Bottled Tap Water vs Bottled Tap Water vs Bottled Tap Water vs Bottled Water: Quality Water: Quality Water: Quality Water: Quality MattersMattersMattersMatters

Acque Acque Acque Acque del rubinetto vs acqua in botiglie: del rubinetto vs acqua in botiglie: del rubinetto vs acqua in botiglie: del rubinetto vs acqua in botiglie: aspetti aspetti aspetti aspetti qualitativiqualitativiqualitativiqualitativi

Prof.Prof.Prof.Prof. MiquelMiquelMiquelMiquel SalgotSalgotSalgotSalgot–––– University of BarcelonaUniversity of BarcelonaUniversity of BarcelonaUniversity of Barcelona

TAP WATER VS BOTTLED WATER:

QUALITY MATTERS

ACQUE DEL RUBINETTO VS ACQUE DEL RUBINETTO VS ACQUE DEL RUBINETTO VS ACQUE DEL RUBINETTO VS

ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE:

ASPETTI QUALITATIVIASPETTI QUALITATIVIASPETTI QUALITATIVIASPETTI QUALITATIVI

MiquelMiquelMiquelMiquel SalgotSalgotSalgotSalgot

Soil Science UnitSoil Science UnitSoil Science UnitSoil Science Unit

andandandand

Water Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research Institute

University of BarcelonaUniversity of BarcelonaUniversity of BarcelonaUniversity of Barcelona

Spain Spain Spain Spain

DRINKING WATER

TapTapTapTap

BottleBottleBottleBottle

Domestic filtersDomestic filtersDomestic filtersDomestic filters

FountainsFountainsFountainsFountains

WellsWellsWellsWellsWellsWellsWellsWells

CisternsCisternsCisternsCisterns

Other (public vendors…)Other (public vendors…)Other (public vendors…)Other (public vendors…)

USES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATER

- DrinkingDrinkingDrinkingDrinking

- Preparing Tea & CoffeePreparing Tea & CoffeePreparing Tea & CoffeePreparing Tea & Coffee

- CookingCookingCookingCooking

- Cleaning teethCleaning teethCleaning teethCleaning teeth

- IroningIroningIroningIroning

- Lab analysisLab analysisLab analysisLab analysis- Lab analysisLab analysisLab analysisLab analysis

- Personal reserve in tripsPersonal reserve in tripsPersonal reserve in tripsPersonal reserve in trips

- OtherOtherOtherOther

BOTTLED WATER

An industry on the move!An industry on the move!An industry on the move!An industry on the move!

The public supports this beverage’s popularityThe public supports this beverage’s popularityThe public supports this beverage’s popularityThe public supports this beverage’s popularity1111

There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!

What are you drinking? When? With or without bottle?What are you drinking? When? With or without bottle?What are you drinking? When? With or without bottle?What are you drinking? When? With or without bottle?

1: Hogan, C. (Water Technology, Feb. 1, 2015)

FIGHTING AGAINST…

NOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSMost of what we eat and drink comes in a Most of what we eat and drink comes in a Most of what we eat and drink comes in a Most of what we eat and drink comes in a packagepackagepackagepackage

Reasons for choosing bottled waterReasons for choosing bottled waterReasons for choosing bottled waterReasons for choosing bottled water

---- Refreshing tasteRefreshing tasteRefreshing tasteRefreshing taste

---- HealthfulnessHealthfulnessHealthfulnessHealthfulness

---- Reliable qualityReliable qualityReliable qualityReliable quality

---- Zero calories and additivesZero calories and additivesZero calories and additivesZero calories and additives---- Zero calories and additivesZero calories and additivesZero calories and additivesZero calories and additives

---- ConvenienceConvenienceConvenienceConvenience

---- SafetySafetySafetySafety

---- ValueValueValueValue

Is there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap water????????

ONCE UPON A TIME (50 YEARS AGO)

Bottled water was sold in PharmaciesBottled water was sold in PharmaciesBottled water was sold in PharmaciesBottled water was sold in Pharmacies

- MineroMineroMineroMinero----medicinalmedicinalmedicinalmedicinal

- PurgativePurgativePurgativePurgative- PurgativePurgativePurgativePurgative

- StomachStomachStomachStomach----acheacheacheache

- DiarrhoeaDiarrhoeaDiarrhoeaDiarrhoea

- …………BUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFORE

HISTORY

The need to carry (safe) water goes back to The need to carry (safe) water goes back to The need to carry (safe) water goes back to The need to carry (safe) water goes back to the very first society: hunters, groups on the very first society: hunters, groups on the very first society: hunters, groups on the very first society: hunters, groups on the move needed containers to transport the move needed containers to transport the move needed containers to transport the move needed containers to transport water with themwater with themwater with themwater with them

Goatskins, gourds, clay pots…Goatskins, gourds, clay pots…Goatskins, gourds, clay pots…Goatskins, gourds, clay pots…

RELIGION OR BUSINESS?

The veneration of spring waters thousands of years ago was

at the beginning

Magic?Magic?Magic?Magic?Magic?Magic?Magic?Magic?: : the water came to the surface, literally flowing out

of rock, could not be easily explained, much less the

mysterious minerals, carbonation, heat and smells of the

strange waters… (from the hell: no business)

Springs and wells were better explained by a divine

presence (business)

MYSTICS

Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous

healing powershealing powershealing powershealing powershealing powershealing powershealing powershealing powers

According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or

restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to

the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy,

paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…

Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers

BEGINNINGS

The medieval market for The medieval market for The medieval market for The medieval market for holy waters holy waters holy waters holy waters provided the original template provided the original template provided the original template provided the original template for the commercial branding of water, satisfying the demands of for the commercial branding of water, satisfying the demands of for the commercial branding of water, satisfying the demands of for the commercial branding of water, satisfying the demands of the the the the pilgrimage trade (relics: bones of saints, woodchips from the pilgrimage trade (relics: bones of saints, woodchips from the pilgrimage trade (relics: bones of saints, woodchips from the pilgrimage trade (relics: bones of saints, woodchips from the holy cross, Holy holy cross, Holy holy cross, Holy holy cross, Holy LLLLand water, Jordan river water…)and water, Jordan river water…)and water, Jordan river water…)and water, Jordan river water…)

The next development was the practice of “taking the waters” in The next development was the practice of “taking the waters” in The next development was the practice of “taking the waters” in The next development was the practice of “taking the waters” in person, at spasperson, at spasperson, at spasperson, at spasperson, at spasperson, at spasperson, at spasperson, at spas

In the late 1800sIn the late 1800sIn the late 1800sIn the late 1800s’ people were able, thanks to the development of ’ people were able, thanks to the development of ’ people were able, thanks to the development of ’ people were able, thanks to the development of bottling technology, to take home the waters from the spa, and bottling technology, to take home the waters from the spa, and bottling technology, to take home the waters from the spa, and bottling technology, to take home the waters from the spa, and the bottled water market took offthe bottled water market took offthe bottled water market took offthe bottled water market took off

Drinking water. A history. Salzman (2012) Overlook Duckwood

MORE HISTORY

VicusVicusVicusVicusVicusVicusVicusVicus caliduscaliduscaliduscaliduscaliduscaliduscaliduscalidus –––––––– Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius CaesarCaesarCaesarCaesarCaesarCaesarCaesarCaesar

FachingenFachingenFachingenFachingenFachingenFachingenFachingenFachingen nearnearnearnearnearnearnearnear Wiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: Goethe

AachenAachenAachenAachenAachenAachenAachenAachen////////AixAixAixAixAixAixAixAix--------lalalalalalalala--------ChapelleChapelleChapelleChapelleChapelleChapelleChapelleChapelle////////AquisgranAquisgranAquisgranAquisgranAquisgranAquisgranAquisgranAquisgran ((((((((AquisAquisAquisAquisAquisAquisAquisAquis granigranigranigranigranigranigranigrani////////umumumumumumumum): Karl der ): Karl der ): Karl der ): Karl der ): Karl der ): Karl der ): Karl der ): Karl der GrosseGrosseGrosseGrosseGrosseGrosseGrosseGrosse

Pilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy water

-------- Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business

opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)

Remember: Many pilgrims wanted to bring water

back with them for the family

Was it real or a fake? How to demonstrate?

Bottled water marketing: each holy well produced

its own special flasks that could only be

obtained at that siteobtained at that site

Ceramic works with special seals: water branding

through packaging

What if you take the water home with you?

Business!!!!!!!

Spas developed a vigorous trade in bottled mineral

waters

From Poland spring (1845) and Vittel (1855) on,

rapid advances in bottling technology and

industrial processes: large-scale production

Bottled water remained safe for long periods of time far

from its original source (maintaining quality)

The rapid growth of the bottled water market can be

attributed to a number of fortunate events

- Bottling technology

- Railroad development: dependable railroad lines

to spa towns brought more people, which to spa towns brought more people, which

increased the interest in and knowledge of

their waters; freight rail made transport of

heavy bottles feasible and affordable

Large amounts of bottled mineral water could be

transported far distances to people who had

enjoyed the waters at their origin or, even

more important, had never even visited there

at all

- Water is now viewed as much as a commodity

as a public good

- The highest-margin product in restaurants and

convenience stores (airports) for far more

than gasoline …

In the USA today, at a time when more clean tap water is

delivered to more people than ever before, sales of

bottled water are gushing through the roof

In the face of this growth, environmentalists, church

groups (no more business), and local governments

have turned their sights on bottled water, denouncing

the packaging waste and transport impacts (lovalthe packaging waste and transport impacts (loval

market)

Drinking water. A history. Salzman (2012) Overlook Duckwood

WATER AND ENERGY

The amount of water and energy used to produce bottled The amount of water and energy used to produce bottled The amount of water and energy used to produce bottled The amount of water and energy used to produce bottled

water is less than for the other types of packaged water is less than for the other types of packaged water is less than for the other types of packaged water is less than for the other types of packaged

beveragesbeveragesbeveragesbeverages

RATIONALE

There is a discussion on the choice of bottled water There is a discussion on the choice of bottled water There is a discussion on the choice of bottled water There is a discussion on the choice of bottled water for drinking for drinking for drinking for drinking

Even towns are trying to fight against the use of Even towns are trying to fight against the use of Even towns are trying to fight against the use of Even towns are trying to fight against the use of bottled waterbottled waterbottled waterbottled water

Is there a problem of quality or a waste management Is there a problem of quality or a waste management Is there a problem of quality or a waste management Is there a problem of quality or a waste management problemproblemproblemproblem

IS QUALITY / SAFETY THE QUESTION?

In some cases, bottled water regulations are In some cases, bottled water regulations are In some cases, bottled water regulations are In some cases, bottled water regulations are

substantially more stringent than for tap watersubstantially more stringent than for tap watersubstantially more stringent than for tap watersubstantially more stringent than for tap water

bbbbut also converselyut also converselyut also converselyut also conversely

SAFETY / HEALTH

Is it safe to drink water?Is it safe to drink water?Is it safe to drink water?Is it safe to drink water?

Is it safe to drink bottled water?Is it safe to drink bottled water?Is it safe to drink bottled water?Is it safe to drink bottled water?

Is it safe to drink spring water in the field?Is it safe to drink spring water in the field?Is it safe to drink spring water in the field?Is it safe to drink spring water in the field?

HEALTH

Drinking zeroDrinking zeroDrinking zeroDrinking zero----calories beverages, such calories beverages, such calories beverages, such calories beverages, such

as water, instead of sugary drinks is as water, instead of sugary drinks is as water, instead of sugary drinks is as water, instead of sugary drinks is

regularly cited as key component of a regularly cited as key component of a regularly cited as key component of a regularly cited as key component of a

more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to

reduce the prevalence of obesity in reduce the prevalence of obesity in reduce the prevalence of obesity in reduce the prevalence of obesity in

adults and childrenadults and childrenadults and childrenadults and children

HEALTH / TERMS OF DISCUSSION

- ObesityObesityObesityObesity

- Fluorosis (bone and teeth)Fluorosis (bone and teeth)Fluorosis (bone and teeth)Fluorosis (bone and teeth)

- Migration of bottle and cap componentsMigration of bottle and cap componentsMigration of bottle and cap componentsMigration of bottle and cap components

- MicrobiologyMicrobiologyMicrobiologyMicrobiology

- EconomyEconomyEconomyEconomy

- The fountain of perennial youth (a tale of several The fountain of perennial youth (a tale of several The fountain of perennial youth (a tale of several The fountain of perennial youth (a tale of several civilizations)civilizations)civilizations)civilizations)

LUCAS CRANACH THE OLD

Ponce de León

Florida

Perhaps they were

searching for health by

water…

(salutem per acqua)

SENSATIONS

Part of the attraction for bottled water is its Part of the attraction for bottled water is its Part of the attraction for bottled water is its Part of the attraction for bottled water is its perceived purityperceived purityperceived purityperceived purity

A big part of the bottled water boom is due to A big part of the bottled water boom is due to A big part of the bottled water boom is due to A big part of the bottled water boom is due to concerns over health and safety of tap waterconcerns over health and safety of tap waterconcerns over health and safety of tap waterconcerns over health and safety of tap water

Is bottled water healthier than tap water?Is bottled water healthier than tap water?Is bottled water healthier than tap water?Is bottled water healthier than tap water?

Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market power of “natural” bottled waters and millions of power of “natural” bottled waters and millions of power of “natural” bottled waters and millions of power of “natural” bottled waters and millions of pilgrims voyage to Lourdes every year…pilgrims voyage to Lourdes every year…pilgrims voyage to Lourdes every year…pilgrims voyage to Lourdes every year…

Drinking water. A history. Salzman (2012) Overlook Duckwood

COMMON KNOWLEDGE?

Montezuma’s revengeMontezuma’s revengeMontezuma’s revengeMontezuma’s revenge

Delhi BellyDelhi BellyDelhi BellyDelhi Belly

Mummy TummyMummy TummyMummy TummyMummy Tummy

Karachi CrouchKarachi CrouchKarachi CrouchKarachi Crouch

20 to 50% of international travelers suffer from diarrhea and 20 to 50% of international travelers suffer from diarrhea and 20 to 50% of international travelers suffer from diarrhea and 20 to 50% of international travelers suffer from diarrhea and abdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every year

Bottled water?Bottled water?Bottled water?Bottled water?

EuropeEuropeEuropeEuropeEuropeEuropeEuropeEurope, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …

DEVELOPMENT / SOCIOECONOMIC ASPECTS

Half a century ago, bottled water occupied a niche, elite Half a century ago, bottled water occupied a niche, elite Half a century ago, bottled water occupied a niche, elite Half a century ago, bottled water occupied a niche, elite market market market market –––– a chic symbol for the healthy and wealthya chic symbol for the healthy and wealthya chic symbol for the healthy and wealthya chic symbol for the healthy and wealthy

Nowadays, bottled water has become the drink of choice in Nowadays, bottled water has become the drink of choice in Nowadays, bottled water has become the drink of choice in Nowadays, bottled water has become the drink of choice in the classroom, workplace, conferences, restaurants, the classroom, workplace, conferences, restaurants, the classroom, workplace, conferences, restaurants, the classroom, workplace, conferences, restaurants, health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…

Which is the primary way of drinking water: bottle or tap? Which is the primary way of drinking water: bottle or tap? Which is the primary way of drinking water: bottle or tap? Which is the primary way of drinking water: bottle or tap?

Or a

com-

bina-

tion?

How do

you

clean

this

bottle

PURE WATER?

There is no pure water in natureThere is no pure water in natureThere is no pure water in natureThere is no pure water in nature

Water dissolves a lot of substances, both organic and inorganicWater dissolves a lot of substances, both organic and inorganicWater dissolves a lot of substances, both organic and inorganicWater dissolves a lot of substances, both organic and inorganic

Water’s particular nature (quality) derives from its downward path Water’s particular nature (quality) derives from its downward path Water’s particular nature (quality) derives from its downward path Water’s particular nature (quality) derives from its downward path

through the earth and its upward path as it ascends through through the earth and its upward path as it ascends through through the earth and its upward path as it ascends through through the earth and its upward path as it ascends through

geological layers, emerging at the sourcesgeological layers, emerging at the sourcesgeological layers, emerging at the sourcesgeological layers, emerging at the sources

The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and

magnesium, sodium, iron, radioactivity…magnesium, sodium, iron, radioactivity…magnesium, sodium, iron, radioactivity…magnesium, sodium, iron, radioactivity…

The precise composition (the terroir) depends on the local geologyThe precise composition (the terroir) depends on the local geologyThe precise composition (the terroir) depends on the local geologyThe precise composition (the terroir) depends on the local geology1,21,21,21,2

2. Drinking water. A history. Salzman (2012) Overlook Duckwood

1. Like wine with soils?

REAL MEDICINE?

Sulfates and bicarbonates: gastrointestinal ailmentsSulfates and bicarbonates: gastrointestinal ailmentsSulfates and bicarbonates: gastrointestinal ailmentsSulfates and bicarbonates: gastrointestinal ailments

Calcium strengthens bones and teethCalcium strengthens bones and teethCalcium strengthens bones and teethCalcium strengthens bones and teeth

Lithium: depressionLithium: depressionLithium: depressionLithium: depression

Iron: anemiaIron: anemiaIron: anemiaIron: anemia

Also negativeAlso negativeAlso negativeAlso negative

Fluor: fragile bones and teeth Fluor: fragile bones and teeth Fluor: fragile bones and teeth Fluor: fragile bones and teeth

ButButButButButButButBut nicenicenicenicenicenicenicenice architecturearchitecturearchitecturearchitecturearchitecturearchitecturearchitecturearchitecture

The chemical content /physical characteristics of mineral

waters often provided real medical benefits

Breaking-up kidney stones / Curing urinary complaints

Soothe digestive complaints

Skin diseases

Arthritis

ConfusionConfusion

Drinking, bathing and other turments

New niche markets:

- If your water tastes bad to you, how does it taste

to your pet… How healthy is it?

USA: Pet Refresh, Woof Water…

Why are so many people buying so much bottled

water?

Is bottled water really better for you than tap

water?

Should you feel guilty about it?

Marketing: water in a bottle

Differences among brands: price or marketing

Branding: Glacier, Fiji, Arctic Falls, Poland spring…

Dasani and Aquafina: fully treated tap water +

minerals added back in for tasteminerals added back in for taste

Old brands: quality and therapeutic qualities

No longer sources but brands!

Not a single source can provide all the water sold

under a name to meet the demand

Why?

Convenience

- Store displays, vending machines, PET bottles

Style

- Water snobbery, stylish bottles, water sommelier, - Water snobbery, stylish bottles, water sommelier,

water taste description: different tastes and

carbonates

Taste

- Tap water with “bad” taste and odor, lay people

can not distinguish brands, Europe is different

from the States, cold suppresses taste

Fitness and HealthFitness and Health

- Alternative to soft drinks and juices

Nutritional label:

No fat, no cholesterol, no carbohydrates

Main components

Independent laboratory tests

Cities, universities, restaurants…

restricted bottled water due to the package

Compare with ice cubes in terms of quality?

For sure quality matters, but marketing …

is marketing

Fortune-tellers, priests & priestess, run to occupy emergences, used to build temples and protected sources from any pollutionand protected sources from any pollution(the present protected area)