War on the Water Front

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If such concerns make large springwater sources too costly, Jeffery says, Nestlé could follow the lead of Coca-Cola and Pepsi and shift its focus to selling processed municipal tap water. ("Purified water" brands Dasani and Aquafina made $1.9 billion last year for the two companies.) But communities willing to sell their springs will still find a market in luxury brands: rural Vanleer, Tenn., is the proud source of BlingH2O, which sells for an estimated $240 a case wholesale. And water-rich states like Maine could look elsewhere for their windfall; demand for bottled water in Asia is strong. Says Patrick McGowan, Maine's commissioner of conservation: "We look at that as an absolute great business opportunity."