一、

　　Reaching new peaks of popularity in North America is Iceberg Water， which is harvested from icebergs off the coast of Newfoundland， Canada.

　　從加拿大紐芬蘭海岸附近的冰山采集而來的Iceberg瓶裝水，在北美到達了流行的新巔峰。

　　Arthur von Wiesenberger， who carries the title Water Master， is one of the few water critics in North America.

　　擁有水之大師頭銜的Arthur von Wiesenberger，是北美為數不多的水評家之一。

　　As a boy， he spent time in the larger cities of Italy， France and Switzerland， where bottled water is consumed daily.

　　孩童時代的她，在一些意大利、法國和瑞士的大城市里待了很長一段時間，那些地方每天會消費大量的瓶裝水。

　　Even then， he kept a water journal， noting the brands he liked best. My dog could tell the difference between bottled and tap water， He says.

　　從那之后，他寫了一本水日記，記錄他最喜好的品牌。連我的狗都可以分辨瓶裝水和自來水他戲稱。

　　But is plain tap water all that bad? Not at all. In fact， New Yorks municipal water for more than a century was called the champagne of tap water and until recently considered among the best in the world in terms of both taste and purity.

　　但平淡無味的普通自來水就那么糟糕嗎?不盡然。事實上，過去的一個多世紀以來，紐約的水被稱為自來水中的香檳酒，最近更被人稱為在未到和純凈方面屬于全球最好之一。

　　Similarly， a magazine in England found that tap water from the Thames River tasted better than several leading brands of bottled water that were 400 times more expensive.

　　同樣，一本英國雜志發現院子泰晤士河的自來水嘗起來遠比一些貴上400倍的大牌瓶裝水要好。

　　Nevertheless， soft-drink companies view bottled water as the next

　　battleground for market sharethis despite the fact that over 25 percent of bottled water comes from tap water： PepsiCos Aquafina and Coca-Colas Dasani are both purified tap water rather than spring water.

　　然而，軟飲料公司認為瓶裝水是下一個市場份額的戰場---盡管事實上超過百分二十五的瓶裝水來自自來水。Pepsico公司的Aquafina和Coca-Cola的Dasani兩者都是凈化過的自來水，而非礦泉水。

　　As diners thirst for leading brands， bottlers and restaurateurs salivate (垂涎) over the profits.

　　用餐者都渴望喝大牌的瓶裝水，瓶裝水供應商和參觀則垂涎背后的利潤。

　　A restaurants typical mark-up on wine is 100 to 150 percent， whereas on bottled water its often 300 to 500 percent.

　　餐廳通常會在將酒價標高至100%到150%，然后在瓶裝水上，通常是300%到500%

　　But since water is much cheaper than wine， and many of the fancier brands arent available in stores， most diners dont notice or care.

　　但由于水比酒廉價多了，況且許多稀奇古怪的品牌在商店里買不到，大多數用餐的人也就不注意，不關心了。

　　As a result， some restaurants are turning up the pressure to sell bottled water.

　　結果，好些餐廳都在想方設法賣瓶裝水。

　　According to an article in The Street Journal， some of the more shameless tactics include placing attractive bottles on the table for a visual sell， listing brands on the menu without prices， and pouring bottled water without even asking the diners if they want it.

　　根據《華爾街日報》的一篇文章，一些比較無恥的手法包括：在餐廳桌上放置有人的瓶子用以視覺銷售;菜單只羅列瓶裝品牌卻無價格;還有葉不問用餐者是否想要，直接給你倒瓶裝水。

　　Regardless of how its sold， the popularity of bottled water taps into our desire for better health， our wish to appear cultivated， and even a longing for lost purity.

　　且不論銷售手段，瓶裝水的流行利用了我們那一份對健康的渴求，那一份看起來有教養的心愿，以及那一份對于久違了的純凈的渴望。

　　一、

　　Reaching new peaks of popularity in North America is Iceberg Water， which is harvested from icebergs off the coast of Newfoundland， Canada.

　　從加拿大紐芬蘭海岸附近的冰山采集而來的Iceberg瓶裝水，在北美到達了流行的新巔峰。

　　Arthur von Wiesenberger， who carries the title Water Master， is one of the few water critics in North America.

　　擁有水之大師頭銜的Arthur von Wiesenberger，是北美為數不多的水評家之一。

　　As a boy， he spent time in the larger cities of Italy， France and Switzerland， where bottled water is consumed daily.

　　孩童時代的她，在一些意大利、法國和瑞士的大城市里待了很長一段時間，那些地方每天會消費大量的瓶裝水。

　　Even then， he kept a water journal， noting the brands he liked best. My dog could tell the difference between bottled and tap water， He says.

　　從那之后，他寫了一本水日記，記錄他最喜好的品牌。連我的狗都可以分辨瓶裝水和自來水他戲稱。

　　But is plain tap water all that bad? Not at all. In fact， New Yorks municipal water for more than a century was called the champagne of tap water and until recently considered among the best in the world in terms of both taste and purity.

　　但平淡無味的普通自來水就那么糟糕嗎?不盡然。事實上，過去的一個多世紀以來，紐約的水被稱為自來水中的香檳酒，最近更被人稱為在未到和純凈方面屬于全球最好之一。

　　Similarly， a magazine in England found that tap water from the Thames River tasted better than several leading brands of bottled water that were 400 times more expensive.

　　同樣，一本英國雜志發現院子泰晤士河的自來水嘗起來遠比一些貴上400倍的大牌瓶裝水要好。

　　Nevertheless， soft-drink companies view bottled water as the next

　　battleground for market sharethis despite the fact that over 25 percent of bottled water comes from tap water： PepsiCos Aquafina and Coca-Colas Dasani are both purified tap water rather than spring water.

　　然而，軟飲料公司認為瓶裝水是下一個市場份額的戰場---盡管事實上超過百分二十五的瓶裝水來自自來水。Pepsico公司的Aquafina和Coca-Cola的Dasani兩者都是凈化過的自來水，而非礦泉水。

　　As diners thirst for leading brands， bottlers and restaurateurs salivate (垂涎) over the profits.

　　用餐者都渴望喝大牌的瓶裝水，瓶裝水供應商和參觀則垂涎背后的利潤。

　　A restaurants typical mark-up on wine is 100 to 150 percent， whereas on bottled water its often 300 to 500 percent.

　　餐廳通常會在將酒價標高至100%到150%，然后在瓶裝水上，通常是300%到500%

　　But since water is much cheaper than wine， and many of the fancier brands arent available in stores， most diners dont notice or care.

　　但由于水比酒廉價多了，況且許多稀奇古怪的品牌在商店里買不到，大多數用餐的人也就不注意，不關心了。

　　As a result， some restaurants are turning up the pressure to sell bottled water.

　　結果，好些餐廳都在想方設法賣瓶裝水。

　　According to an article in The Street Journal， some of the more shameless tactics include placing attractive bottles on the table for a visual sell， listing brands on the menu without prices， and pouring bottled water without even asking the diners if they want it.

　　根據《華爾街日報》的一篇文章，一些比較無恥的手法包括：在餐廳桌上放置有人的瓶子用以視覺銷售;菜單只羅列瓶裝品牌卻無價格;還有葉不問用餐者是否想要，直接給你倒瓶裝水。

　　Regardless of how its sold， the popularity of bottled water taps into our desire for better health， our wish to appear cultivated， and even a longing for lost purity.

　　且不論銷售手段，瓶裝水的流行利用了我們那一份對健康的渴求，那一份看起來有教養的心愿，以及那一份對于久違了的純凈的渴望。