New York is known for its food niche stores: The Hummus Place. The Doughnut Plant. The Dumpling Man. Even a spot dedicated solely to rice pudding.

But this week, a store in the East Village went a step further: It sells New York City tap water.

Not just any tap water, insist the owners of Molecule. They say the water streams through a $25,000 filtering machine that uses ultraviolet rays, ozone treatments and reverse osmosis in a seven-stage processing treatment to create what they call pure H20.

“I mean it’s subtle, but if you have a sensitive palate you can totally tell” the difference, said co-owner Adam Ruhf.

Water quality has long been a point of pride for New Yorkers, touted by Mayor Michael Bloomberg as one of the city’s signature distinctions.

The owners of Molecule vehemently disagree.

 

Keep reading: Wall Street Journal - What Are They Drinking in New York City?