一、

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

　　从加拿大纽芬兰海岸附近的冰山采集而来的Iceberg瓶装水，在北美到达了流行的新巅峰。

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

　　拥有水之大师头衔的Arthur von Wiesenberger，是北美为数不多的水评家之一。

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

　　孩童时代的她，在一些意大利、法国和瑞士的大城市里待了很长一段时间，那些地方每天会消费大量的瓶装水。

　　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.

　　从那之后，他写了一本水日记，记录他最喜好的品牌。连我的狗都可以分辨瓶装水和自来水他戏称。

　　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.

　　但平淡无味的普通自来水就那么糟糕吗?不尽然。事实上，过去的一个多世纪以来，纽约的水被称为自来水中的香槟酒，最近更被人称为在未到和纯净方面属于全球最好之一。

　　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.

　　同样，一本英国杂志发现院子泰晤士河的自来水尝起来远比一些贵上400倍的大牌瓶装水要好。

　　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，软饮料公司认为瓶装水是下一个市场份额的战场---尽管事实上超过百分二十五的瓶装水来自自来水。Pepsico公司的Aquafina和Coca-Cola的Dasani两者都是净化过的自来水，而非矿泉水。

　　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装水，瓶装水供应商和参观则垂涎背后的利润。

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

　　餐厅通常会在将酒价标高至100%到150%，然后在瓶装水上，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.

　　但由于水比酒廉价多了，况且许多稀奇古怪的品牌在商店里买不到，大多数用餐的人也就不注意，不关心了。

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

　　结果，好些餐厅都在想方设法卖瓶装水。

　　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.

　　根据《华尔街日报》的一篇文章，一些比较无耻的手法包括：在餐厅桌上放置有人的瓶子用以视觉销售;菜单只罗列瓶装品牌却无价格;还有叶不问用餐者是否想要，直接给你倒瓶装水。

　　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.

　　且不论销售手段，瓶装水的流行利用了我们那一份对健康的渴求，那一份看起来有教养的心愿，以及那一份对于久违了的纯净的渴望。

　　一、

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

　　从加拿大纽芬兰海岸附近的冰山采集而来的Iceberg瓶装水，在北美到达了流行的新巅峰。

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

　　拥有水之大师头衔的Arthur von Wiesenberger，是北美为数不多的水评家之一。

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

　　孩童时代的她，在一些意大利、法国和瑞士的大城市里待了很长一段时间，那些地方每天会消费大量的瓶装水。

　　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.

　　从那之后，他写了一本水日记，记录他最喜好的品牌。连我的狗都可以分辨瓶装水和自来水他戏称。

　　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.

　　但平淡无味的普通自来水就那么糟糕吗?不尽然。事实上，过去的一个多世纪以来，纽约的水被称为自来水中的香槟酒，最近更被人称为在未到和纯净方面属于全球最好之一。

　　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.

　　同样，一本英国杂志发现院子泰晤士河的自来水尝起来远比一些贵上400倍的大牌瓶装水要好。

　　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，软饮料公司认为瓶装水是下一个市场份额的战场---尽管事实上超过百分二十五的瓶装水来自自来水。Pepsico公司的Aquafina和Coca-Cola的Dasani两者都是净化过的自来水，而非矿泉水。

　　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装水，瓶装水供应商和参观则垂涎背后的利润。

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

　　餐厅通常会在将酒价标高至100%到150%，然后在瓶装水上，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.

　　但由于水比酒廉价多了，况且许多稀奇古怪的品牌在商店里买不到，大多数用餐的人也就不注意，不关心了。

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

　　结果，好些餐厅都在想方设法卖瓶装水。

　　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.

　　根据《华尔街日报》的一篇文章，一些比较无耻的手法包括：在餐厅桌上放置有人的瓶子用以视觉销售;菜单只罗列瓶装品牌却无价格;还有叶不问用餐者是否想要，直接给你倒瓶装水。

　　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.

　　且不论销售手段，瓶装水的流行利用了我们那一份对健康的渴求，那一份看起来有教养的心愿，以及那一份对于久违了的纯净的渴望。