Water is water, right? Not so! Beverly Hills 90H20 claims to be designed “by a world-class team of experts, including a water sommelier.” The winner of the World’s Best Water Award, this water is sourced in the California mountains. At $72 for a case of 24 bottles, this is not your everyday drinking water. The 7.5 alkalinity “silky” water is loaded with minerals and electrolytes. It is available in fine restaurants, gourmet markets, and luxury hotels but sold only in California. Beverly Hills 90H20 isn’t the only luxury water, and it’s actually somewhat of a bargain. Fillico Beverly Hills (from Japan) costs $100 per bottle. That’s without the gold or silver crown cap—double the price if you want that. Acqua di Cristallo Tributo a Modigliani gold-bottled water tops them all at $60,000 per bottle!

1.What buying factors most likely have the biggest influence on consumers who purchase luxury bottle water?

2.Discuss the ethical issues surrounding the bottled water industry.