MIAMI --The instructions are simple: Read the Prayer ... Drink the Water ... Believe in God! Believe in Yourself!
Spiritual Water, the faith-inspired venture of two Sunrise, Fla., businessmen, offers its drinkers clearer focus, positive thinking and connection to a higher power.

The 11 bottles in the company's collection bear prayers and impressively detailed images of Jesus Christ, St. Michael and the Virgin Mary. Spiritual Water joins a broad slice of feel-good products -- Testamint, Bible Gum and other bottled waters -- emerging at the intersection of religion and commerce, entrepreneurship and pop culture.

"There is a great history of people using religious images to sell products," says Daniel Sack, an administrator at the University of Chicago Divinity School and author of "Whitebread Protestants: Food and Religion in American Culture." "You are talking about combining the great American traditions of religion and consumption."

Last fall, Elicko Taieb launched Spiritual Water as a way to inspire Protestants and Catholics. The water, purified from a municipal source in Santa Ana, Calif., is not available in stores, but Taieb says independent distributors sell about 2,000 to 3,000 cases a month.

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Courtesy The Charlotte Observer