This Morning fans have reacted furiously after the programme showed a water tasting – including a bottle that costs an eye-watering £130.
The segment featured Milin Patel, 40, who calls himself ‘the Willy Wonka of natural water’, and who recently opened a shop dedicated to selling different types of water in Fulham, West London. His products range in price from £2.50 to £120 for 750ml bottles.
Milin told hosts Alison Hammond and Josie Gibson that he became a water sommelier because of his ‘passion’ for H20, adding that people should cherish the drink in the same way they do fine wine, and that he wants people to learn ‘the vocabulary’ to describe how water tastes.
The taste test including a range of different water brands, ranging in price from £2.50 to £130. Milin started with a bottle called APSU. Hailing from Patagonia, the ‘nomadic-harvested’ H20 costs an eye-watering £130.
Water sommelier Milin Patel, 40, recently opened Britain’s first shop dedicated to water. Fine Liquids, in Fulham, sells water priced from £2.50 to over £100
This Morning host Josie Gibson was shocked to discover how much the water cost, and later described the drink as tasting slightly metallic
Many viewers were angered by the segment, and took to Twitter to vent their fury over the costly beverage
The high price tag is reportedly due to how the water is harvested by hand from a melted glacier, then transported by boat.
Milin said the price point ‘creates conversion’, and it is about the ‘experience rather than hydration. He felt it is worth the wallet-busting price because of the reaction it provokes.
‘It’s a beautiful backstory, and you’ll fall in love with it,’ he added.
‘And on a dinner table, instead of expensive wine, this will create an amazing conversation.’
According to Milin, rather than pairing the water with specific foods, he would have it alone to try and ‘discover the taste and nuances that are within’.
Alison said the pricy water was ‘delicious’ after drinking it – although she later admitted she couldn’t tell the difference between the expensive option and cheaper ones.
Josie, who was shocked at the price of the drink, said she found it slightly metallic tasting.
Twitter users branded the segment ‘unbelievable’ with some accusing it of being ‘pretentious nonsense’ and and another calling it a ‘new low’ for the programme
Many viewers were angered by the segment, which they suggested was frivolous, with one writing: ‘So people can’t afford to eat and get warm in their homes and we are being showing £130 bottles of water.’
Another added: ‘Anyone else find it kinda disgusting that a segment on This Morning started by saying we take water for granted, not everyone out there has access to clean drinking water, then proceeds to advertise a bottle of water for £130? Shame on you.’
A third wrote: ‘Whose dinner table is £130 bottle of water starting a conversation at! Pretentious nonsense.’
And another said: ‘#ThisMorning are genuinely doing a water tasting session. With a water sommelier. Alison asks what can be paired with water!! tv has reached a new low, meanwhile WW3 is in its early stages with Ukraine under seige from Russia. Unbelievable.’
During the segment, hosts Alison Hammond and Josie Gibson sampled several different types of H20 – with vastly different price points.
Bottoms up: Alison Hammond branded the water ‘delicious’, despite co-host Josie Gibson saying it had a slightly metallic taste
APSU water, which hails from Patagonia, costs an eye-watering £130 a bottle due to how it is ‘nomadic-harvested’ from icebergs
Milin, who opened his West London shop last week, recently spoke to the Sun about high price water brands, and why they are appealing to some.
‘People buy bottles like these for things like dinner parties. Telling guests about the water starts a beautiful dialogue,’ he explained.
He added: ‘We should all drink tap water, or filtered tap water, for hydration — and glass-bottled water like a fine wine or a sweet treat.’