Reading a water menu: Bottled water and the cultivation of taste

Abstract

The market for bottled water is growing and increasingly segmented. How do we explain not just the willingness to pay for a substance (water) that is almost free but also the increasing discernment in a drink generally considered tasteless? We argue that bottled water market segmentation is a leading edge of processes of water commodification, associated with the crisis of Fordism and rise of consumerist capitalism, where the assertion of status through commodity consumption is increasingly necessary. The extensive Ray’s & Stark water menu is analyzed to show how the taste for bottled waters is cultivated. In the menu, references to gustatory sensation are limited. Instead, the tastefulness of water inheres in the distance from anthropogenic influence, made visible through scientific (geological) discourses. The tension between the desire to consume unmediated nature and the scientific abstraction necessary to recognize it reveals the social character of the taste for bottled waters. The highly refined sense of taste that the water menu’s readers are presumed to have is a reflection of consumerist capitalism’s distinctive ways of reproducing socio-economic inequality and metabolizing non-human nature.

Keywords

Bottled water consumerism post-Fordism taste consumer society social construction of nature water commodification

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