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Vitaminwater was on sale at my local grocery store this week, 10 20-ounce bottles for $10, which made me wonder whether anybody really needs that much of the stuff.
The major player in the "vitamin-enhanced water" market, Glaceau -- maker of Vitaminwater, Smartwater and Vitaminwater Zero -- sold 142 million cases in the United States in 2009, according to John Sicher, editor and publisher of Beverage Digest, which tracks beverage sales by the case, not the dollar.
Introduced in 1996, Vitaminwater, owned by Coca-Cola, has built a strong identity in the bottled beverage world. Part of its allure is its hip-looking packaging and its engaging product names, such as Revive, Focus and Connect.
-- By Jennifer LaRue Huget
