You know the craze for bottled water has reached its apex when even the Church is getting in on the act:

Inspired, perhaps, by vitamin and energy waters, a number of new companies have begun making more explicit claims: their water doesn’t just promote good health, it actually makes you good. Holy Drinking Water, produced by a California-based company called Wayne Enterprises, is blessed in the warehouse by an Anglican or Roman Catholic priest (after a thorough background check). Like a crucifix or a rosary, a bottle of Holy Drinking Water is a daily reminder to be kind to others, says Brian Germann, Wayne’s CEO. Another company makes Liquid OM, superpurified bottled water containing vibrations that promote a positive outlook. Invented by Kenny Mazursky, a sound therapist in Chicago, the water purportedly possesses an energy field that Mazursky makes by striking a giant gong and Tibetan bowls in its vicinity. He says the good energy can be felt not just after you drink the water but before, when you’re holding the bottle.

The most recent entry in this niche is Spiritual Water. It’s purified municipal water, sold with 10 different Christian labels. The Virgin Mary bottle, for example, has the Hail Mary prayer printed on the back in English and Spanish. Spiritual Water helps people to “stay focused, believe in yourself and believe in God,” says Elicko Taieb, the Florida-based company’s founder who was formerly in the pest-control business. All three companies give a portion of their profits to charity.

This small band of feel-good entrepreneurs may face objections from a surprising quarter. Some religious believers, also convinced of the elemental importance of water, are campaigning against its ubiquitous sale and packaging on the grounds that the practice is neither ethical nor good for the environment. “Water is life,” says Sister Mary Zirbes, a nun in the Franciscan Sisters of Little Falls, Minn. “It really should not be a commodity to be bought.” The Franciscan Sisters, together with a community of Benedictine nuns nearby, have launched a letter-writing campaign against the largest producers of bottled water and they’ve designed coasters to encourage people to drink glasses, not bottles, of water from the tap.

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