Love him or loathe him (he doesn't care...), A.A. Gill knows how to write.

This Sunday, “taking the opportunity to vandalise a passing bandwagon”, he had “Improved waters” in his sights.  And yes, we laughed.

He tries Coca-Cola’s Vitamin Water, Pepsi’s V Water, Sip and our Firefly Waters.
And, um...

“Mostly, they taste like bubble gum just before you spit it out”. 

Sip is “just girlie”.
Firefly Water “looks like Scandinavian anti-freeze”.
V Water’s “hydrating water” is a “dank, dribbling spigot of a tautology”.
Vitamin Water “looks like reused cough mixture”.  The “cloying” writing on their bottles is “cringe-inducing bollocks”.  “Perhaps it’s there to draw your attention away from the more empirical information, which points out that there are 23g of sugar in the bottle, which is more than a quarter of your entire daily requirement”.  Ahem.

But he finishes with something of a lead-encased compliment…
“Grudgingly, we all agreed that if we really, really had to choose the best one, that is, if we were all crawling through the Sahara with tongues like carpet tiles and were confronted by the full range, then it would have to be Firefly.  Based on green tea, maté and rooibos, it is vaguely, slightly, better than the rest.  Less chemical, less sweet.”

So there you have it. 

Firefly Water.  Vaguely, slightly, better. 
About as much of an endorsement as one could hope for from Mr. Gill.
(The relief)

Read the full article.      (The "amphibian" bit.  Genius...)