Water is perhaps the single-most important liquid on the Earth. The United States Geological Society (USGS) reports that water covers about 71 percent of the Earth’s surface, which is about 96.5 percent of all the water on this globe.

Fiji Water, a brand of Los Angeles-based Roll Global, announced its first TV advertising campaign for the brand.

A vast majority of consumers see water as a smart beverage choice and consider bottled water to be healthier than soft drinks, according to newly released findings from a survey conducted online by Harris Poll of more than 2,000 U.S. adults aged 18 years and older for Alexandria, Va.-based International Bottled Water Association (IBWA). 

For decades, consumers have strived to live by the unofficial rule of drinking eight glasses of water a day. Although this mantra is well-known throughout the United States, many consumers don’t drink as much water as they should. However, that has begun to change in recent months.

Consumers’ push for healthy beverage choices is matching up to sales numbers seen throughout the bottled water category, according to a report from Chicago-based Mintel.

A rebounding economy as well as convenience and a healthy image have helped bottled water sales recover from years of decline in 2008 and 2009, according to Chicago-based Mintel’s U.S. “Bottled Water” report released in March.

 The overall bottled water category reported nearly $6.7 billion in sales and a 3.4 percent increase in dollar sales during the  52 weeks ending April 14 in food, drug and mass merchandise stores including Walmart, according to New York City-based Nielsen.  

When visiting the nation’s capitol last month, in addition to enjoying the museums, monuments and memorials, I couldn’t help but take notice of the popular beverage of choice on those hot July days — bottled water. Vendors carried around coolers and walked up and down the streets selling water, and tourists flocked to them.

As companies continue to position bottled water as a healthier refreshment, the category saw sales rebound across segments leading to an overall category boost of 2.9 percent for more than $7.7 billion in sales, according to SymphonyIRI Group, Chicago, for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart.