Bad to the Last Drop - New York Times

Bad to the Last Drop - New York Times: "London

IT'S summertime, and odds are that at some point during your day you'll reach for a nice cold bottle of water. But before you do, you might want to consider the results of an experiment I conducted with some friends one summer evening last year. On the table were 10 bottles of water, several rows of glasses and some paper for recording our impressions. We were to evaluate samples from each bottle for appearance, odor, flavor, mouth, feel and aftertaste - and our aim was to identify the interloper among the famous names. One of our bottles had been filled from the tap. Would we spot it?
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We worked our way through the samples, writing scores for each one. None of us could detect any odor, even when swilling water around in large wine glasses, but other differences between the waters were instantly apparent. Between sips, we cleansed our palates with wine. (It seemed only fair, since water serves the same function at a wine tasting.)

The variation between waters was wide, yet the water from the tap did not stand out: only one of us correctly identified it. This simple experiment seemed to confirm that most people cannot tell the difference between tap water and bottled water. Yet they buy it anyway - and in enormous quantities."