Water-Only Cafe Serves Filtered Tap Water

Molecule, Water-Only Cafe, Sells Filtered NYC Tap Water In East Village Store

By Serena Solomon, DNAinfo Reporter/Producer

EAST VILLAGE — A new café recently opened up on East 10th Street — but don't expect to find customers sipping on lattes.

Molecule, aka the Water Café, is filtering New York City tap water down to its purest form and serving it for $2.50 to thirsty local patrons using a custom-made device worth more than $20,000.

"It's about treating water a little more consciously, mindfully and respectfully," said co-owner Adam Ruhf, 32, who has a background in music and activism.

But the store is not only planning to peddle its gallons for in-home use, as passersby can stop in for a quick gulp — complete with an option to add vitamin supplements to their H2O cocktails.

The store has been in the works for 18 months, with Ruhf taking the concept of self-service water shops in Los Angeles and building on the theme.

"This is like a water store 2.0," he said of the opening, which was first reported on EV Grieve.

Ruhf knows first hand the healing properties of purified water, claiming that drinking it regularly helped eased the pain caused brought on by two serious car accidents that left him without a spleen and a leg held together with metal pins.

"It's more of an intuitive thing about cleanliness," he explained of how water helped him recover. "Not wanting toxins [from unfiltered water] to further inhibit my recovery."

His store, located between First Avenue and Avenue A, first takes city water heavy with chlorine, fluoride and compound metals and sends it through its towering 8-foot filter behind the counter.

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47% of Bottled Water is Purified Tap Water

Do you know where your bottled water comes from?

Artesian, spring, purified, and sparkling waters may be treated differently or come from different places

Consumer Reports magazine: July 2012

Sales of bottled water are on the rise, increasing 2 percent, to $7.8 billion, from August 2010 to August 2011 in supermarkets, drugstores, gas and convenience stores, and mass merchants (excluding Walmart), according to SymphonyIRI Group, a market-research company.

If you're going to pay for a product you could get for free, it helps to know what you're buying, so below you'll find a water glossary. Along with the information that follows, note that you may see “glacier water” and “mountain water” on bottles, but there's no standard definition for those terms.

Whatever the bottle says, don't be misled by crisp blue labels and pictures of mountains. Forty-seven percent of the bottled water sold in the U.S. is tap water that's been purified, according to data from the Beverage Marketing Association, a trade group. If you're concerned about the water quality in your area but don't want to pay for bottled water, check out our review of water filters.

Artesian	Water obtained from a well that taps a confined aquifer, an underground layer of rock or sand that contains water. Example: Fiji Natural Artesian Water.
Distilled	Water that has been boiled and then recondensed from the steam that the boiling produces. Distillation kills microbes and removes minerals, giving water a flat taste. Example: Glacéau Smartwater.
Mineral	Groundwater that naturally contains at least 250 parts per million of dissolved solids. All minerals and other trace elements must be present in the water when it emerges at the source. Example: Calistoga.
P.W.S.	Public water source, also known as municipal water supply, or tap water. Fun fact: Aquafina, one of the top 10 selling domestic brands, used to say “P.W.S.” on its label—but changed that in 2007 under pressure from Corporate Accountability International to make clear that the water came from a public supply and not some pristine mountain spring called P.W.S.
Purified	Water from any source that has been treated to remove chemicals and pathogens according to standards set by the U.S. Pharmacopoeia. Must contain no more than 10 parts per million of dissolved solids. Distillation, deionization, and reverse osmosis are all purification methods. Examples: Aquafina, Dasani.
Sparkling	Water that contains carbon dioxide at an amount equal to what it contained when it emerged from its source. Carbon dioxide lost during the treatment process may be added back. (Carbonated waters such as soda water and seltzer are considered soft drinks, not bottled waters.) Example: Perrier.
Spring	Water derived from an underground formation from which water flows naturally to the Earth’s surface. Spring water must be collected at the spring or through a borehole tapping the underground formation (aquifer) feeding the spring. Examples: Arrowhead Mountain Spring Water (Nestlé), Evian.