NYC tap water: Marketing gold!

I don't know how I missed this last week, but New York City is now selling a line of "NYC water products." That's right: Water glasses, coasters, and carafts decorated with a slogan -- "Drink NYC Water" -- that celebrates the unique and special nature of the city's tapwater. Ahem.

The Department of Environmental Protection's press release is below. (The New York Times gave it some love, too.)

The one thing that's missing from this line of NYC water products? The actual water. Which is a pity, because such a venture could be a real revenue stream. The private sector is already in on it: A company called Tap'd NYC sells bottled NYC tap water. (Well, they did last year, anyway -- their blog hasn't been update since 2009, it seems.)

The DEP's press release, from July 8:

NYC Water Products Now Sold at CityStore

Merchandise Promotes City’s High Quality Tap Water

Environmental Protection Commissioner Cas Holloway and Department of Citywide Administrative Services Commissioner Martha K. Hirst today announced that a line of NYC Water products will be available at CityStore. This merchandise, the product of a partnership announced in May between DEP and Fishs Eddy, highlights the high quality of New York City's drinking water and promotes it as a healthy, affordable and sustainable alternative to bottled water. Products available include glasses, coasters, T-shirts, and other merchandise bearing the NYC Water logo.

"Expanding our partnership with Fishs Eddy to feature NYC Water products at CityStore could not be more fitting," said Commissioner Holloway. "CityStore honors everything New York, and our high-quality drinking water not only quenches New Yorkers' thirst, but is the not-so-secret ingredient in the bagels, pizza, and thousands of other dishes that people come from around the world to get.  Mayor Bloomberg has invested billions to protect our watersheds and maintain our water infrastructure, and the return on that investment is available right at your kitchen tap."

"New York City's excellent tap water is one of our City's outstanding features, and we're happy to highlight it by featuring NYC Water merchandise at the City's Official Store," said Commissioner Hirst.

The NYC Water products bear an NYC Water logo and include glasses, coasters, t-shirts, decanters and water bottles.  The merchandise can be purchased in-store and online at The products can still be purchased at Fishs Eddy.

As the Official Store of the City of New York, CityStore is the place for all things New York. CityStore offers unique gifts, authorized collectables and official publications that celebrate the City's rich history and iconic imagery. The Department of Citywide Administrative Services operates CityStore to offer official City merchandise to the public. Every CityStore purchase supports the City of New York.

Fishs Eddy is a New York-based store located on 19th Street and Broadway in Manhattan, specializing in dinnerware, glassware, and flatware. Their merchandise is known for placing unconventional patterns like New York and Brooklyn skylines and NYC pedestrian images on glassware items.

DEP manages the City's water supply, providing more than 1 billion gallons of water each day to more than 9 million residents, including 8 million in New York City, and residents of Ulster, Orange, Putnam and Westchester counties. New York City's water is delivered from a watershed that extends more than 125 miles from the City, and comprises 19 reservoirs, and three controlled lakes.