The first popular brand of bottled water was Evian (which comedian Robin Williams noted became naïve if you spelled it backwards). But bottled water really took off as a consumer product after American troops came back from the first Gulf War in 1991. The Saudi hosts kept the American troops well supplied with the bottled version, and troops began to prefer it to the stuff they used to fill their canteens. They brought that preference back to America, and the soda companies seized on the opportunity. Even though tests show that most municipal water supplies are equivalent (and sometimes better) than bottled water (which might come from disguised sources, or sometimes that same municipal source), Americans keep buying the bottles. In fact, hidden cameras show that Americans will buy bottled water from a stand right next to a free water fountain. And a new wrinkle has been added to it; you can now buy little bottles of artificial flavoring to add to your water. Congratulations, you just turned it into a non-carbonated diet soda (see previous entry).
11. Coffee
The addiction to coffee is not new; as much as the Brits love their tea, the Americans have always loved their coffee. (Yes, the Brits historically love coffee too, as the recent reboot of Cosmos examined.) But the American version has mutated from coffee being a simple cup of black joe served with cream and sugar for less than a dollar at an IHOP to the frothy frappes, lattes and cappuccinos served in the premium coffee shops which sell their versions at premium prices. It is a strange thing to look at a city block in a major American metropolis and find Starbucks outlets on opposite sides of the street. Take a closer look and youll probably find that both are doing a roaring trade. The coffee business has become so good in America that fast food restaurants like McDonalds are getting in on the act, offering up their own specialty coffee-based drinks.
