I have been a broker in the water category for the past 20 years. Your article ["Supermarkets Pay the Price for Water's Popularity," SN, July 4, 2005] is exactly on the mark. sales to [direct-store-delivery] vendors who will build displays for them. Others (and who could blame them) take the money/offer from the brand managers who are trying to buy market share under the misguided assumption that the consumer will be won over and come back. Ironically, there is minimal brand loyalty, so ...

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