By branding and marketing water, it has been transformed from something that many of us took for granted into a product that now makes billions for global multinational companies.If you have access to the BBC, it's on BBC2 at 2100 GMT tonight (4 PM EST).
But like all products, its success is driven by consumer demand.
"Some people… want to consider the bottled water industry as a marketing trick foisted upon consumers," says Kim Jeffery, chief executive of Nestle Waters in North America.
"I wish I was that good or had that much money.
23 November 2010
The Bottled Water Market
If any reader doubts the value of marketing for a beverage, all she or he has to do is catch a view--or, more realistically, read this article--which highlights, albeit superficially of course, how the seemingly ludicrous proposition of a bottled-water market grew from an aberration to "one of the biggest success stories in the modern food and beverage industry":