Svalbardi iceberg water is harvested from 4000-year-old Norwegian icebergs - if you're liquid enough (financially speaking) you can buy a bottle with an accompanying "gift tube" online for €69.96 ($US74.00), or a two-pack with two gift tubes for €129.90 ($US138.00). Svalbardi is among the most exclusive drinking waters currently available. Apparently it tastes like water.
It was only a matter of time before water became a status symbol. Over the last two decades, bottled water has become the fastest growing drinks segment in the world, with sales now 100 times higher than they were in 1980. The global market is estimated to have increased nine percent annually in recent years, and is expected to reach $280 billion by 2020.
Chlorination made drinking water safe for the masses about a century ago, an advance that has saved millions of lives. But what we were once so grateful for we now take for granted, with many of us turning our backs on the tap. What's going on?