The booming $7.6 billion reusable bottle market has many players and one goal: To make H_2O less boring The baby pink Bkr water bottle I was carrying was covered in rubber spikes, not unlike an adorable mace. It wasn't particularly easy to drink out of, and it didn't fit in cup holders. But when it came to social signaling, it felt as if I were suddenly armed with a powerful weapon. With it, I'd pushed my way into the club of chic spin class girls, who wore luxury spandex and inexplicably didn't sweat.
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