Not so long ago, Jeff Weston "had to beg" retailers to advertise bottled water before a summer holiday. America, Greenwich, Conn., notes that "every major retailer will have water on deal for July Fourth [and] Memorial Day. Ten years ago, we'd lose out an endcap to ketchup. Now, those endcaps are becoming ours." The widely documented bottled-water phenomenon continues to astound even industry veterans like Weston. In 2003, Americans guzzled more bottled water than beer, more than coffee ...

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