Though municipal untreated tap water can be used for premix (as opposed to post mix when soda syrup was mixed on site) that comes from the beloved soda fountain in most restaurants the marketing of the Aquafina brand is still likely to be present and bottled Aquafina is often sold there. If on the other hand an individual asks for a cup for water and then pours water from the "water" bypass tap on the soda fountain they are getting municipal tap water, usually unfiltered.
Endorsements are often developed in a similar way to those associated with other types of soft drinks and sports endorsements are common in the bottled water industry as even the Aquafina spin off products that contain the Aquafina (seven step) water and additional flavorings and sweeteners are considered by many to be healthier than soda, but to some degree this remains to be seen. As an example:
Aquafina is the "official" water of the Major League Baseball. In addition, Aquafina is the "Official Bottled Water" of the PGA of America (including the PGA Championship, PGA Grand Slam, U.S. Ryder Cup and Seniors' Championship), the Atlantic Coast Conference (ACC) and the Arizona Diamondbacks baseball team. (Aquafina Website: Help/FAQ)
Individual celebrity endorsers often come from these sports and seek sales to demographics, associated with their fan base
Municipality of the local bottling site provides the raw materials for the product, i.e. The water. While the plastic and labeling aspects of the product are usually subcontracted to either an outside provider/manufacturer or an inside company production line that has a more central location (likely only 1 or 2 in the U.S.). Pepsico has responded to environmental concerns about the lack of biodegradation of their plastic bottles by coming out with a new bottle that is said to use 50% less plastic than the 2002 bottle (Eco-Fina, and independent trademarked label), but has failed to respond to concerns about product distribution and localization of services and logistics.
Conclusions and Connections to the Global, Cultural Political and Economic Landscape
Following any commodity or product from beginning to end offers a greater level of insight with regard to the nature of that product as well as its ultimate total impact on the broader environment. Initially there was little concern regarding the environmental impact of producing and distributing bottled water and many believed it was fundamentally better for health to drink it, as opposed to other alternatives. This may be the case but packaging, manufacture, filtering and treatment all have some impact on the environment and there is also some evidence that water which has not been filtered of essential nutrients is likely much better for health than that which has been. There has also recently been a significant public outcry regarding the serious environmental degradation that is caused by the non-biodegradability of the packaging used to provide the product. Nestle' Water of North America recently commissioned a study that demonstratively shows that bottled water has a far better environmental impact than other beverage choices, but due in large part to packaging and logistics of distribution that impact is still greater than tap water. A brief glance at one of the most strenuous comparisons made to date on this issue shows that tap water, as a choice of beverage has significantly less impact, with regard to water use, use of non-renewable energy and climate change or carbon footprint than bottled water or even filtered tap water (owing to the production and distribution of filter systems). Bottled water on the other hand scored significantly lower than coffee or tea, both highly utilized beverages in the U.S.
Figure a-1: Comparison of climate change impact, non-renewable energy use, and water use for a variety of beverage options (* indicates results from the present study; ** indicates results from public pre-existing sources, with the exception of iced tea, which is not publicly available). (Quantis 2010, p. 4)
This information is a fundamentally important demonstration of the need for consumer awareness, especially with regard to seriously high impact products, but it is also important to develop the realization as consumers that there are many issues yet to be addressed and yet to be resolved, especially regarding the issue of local vs. national distribution practices. The study also notes some important issues and distinctions with regard to environmental impact of beverages:
For example, consumption of water of all types (both bottled...
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