We’ve reached a point in human history where the science of sugar consumption is so compelling that, outside of a Superbowl party or birthday, nobody should be buying sugary drinks.

If it would occur to you spend $1.50 on a Pepsi, punch yourself in the face. It’s time to wake up.

PepsiCo has long-known that sales of their sugary drinks are in an irreversible decline. Americans can only take so many cases of type II diabetes before they start demanding a better way. This quote is from the president of PepsiCo’s Global Beverage Group:

“We are starting to see water play a greater role in the repertoire of a consumer’s beverage consumption. I think we are seeing a secular and irreversible trend toward healthier beverages.”

(eye roll)

Enter LIFEWTR, a clever way for PepsiCo to repackage a beverage that’s freely available everywhere. Put some nice artwork on a bottle–and a story about “supporting independent artists”–and suddenly you have “Premium Water.”

Psst–it’s the same thing that you get out of your kitchen sink. There’s no evidence that bottled water is any tastier or safer than tap water. At least 50% of it comes from the same source, and the tap is much more tightly regulated than bottled.

If it would occur to you to spend $3 on “Premium Water,” punch yourself in the face. It’s time to wake up.

If you want to support an independent artist, walk over to Rockefeller and see if there’s anything for sale. You can drink out of a water fountain on your way.

[If you think I’m making too big a deal out of a $3 purchase, read this article.]

[25 years ago George Carlin riffed hard on the psychology behind the distrust of America’s water supply.]

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