Alkaline water, which is water that has been treated to have a higher pH level than the 6.5-7.5 pH range of most tap and bottled water, is experiencing a surge of popularity. Beyoncé helped kickstart the trend in 2013 when reports surfaced that she included alkaline water on a rider for her Mrs Carter Show world tour. Tom Brady is another celebrity who has professed his love for the stuff. According to data from the Beverage Marketing Corporation, a research and consultancy group, the alkaline water market has grown from being a $47m business in 2014 to a $427m business in 2017. It’s projected to be worth $687m by the end of 2018.