Italians are one of the leading consumers of bottled water in the world. Venice’s tap water comes from deep underground in the same region as one of Italy’s most popular bottled waters. The city of Venice has begun to rebrand its tap water, calling it Acqua Veritas, in an attempt to turn both residents and tourists away from bottled water.

A man pulls a cart of bottled water through St. Mark’s Square in Venice, Italy on June 30, 2009.

The Domes of Basilica di San Marco seen from the Campanile di San Marco in Venice, Italy on June 30, 2009.

Tourists ride a gondola in Venice, Italy on June 30, 2009.

A mother walks with her children holding empty water bottles at the St. Mark’s Square in Venice, Italy on June 30, 2009.

Packs of bottled water destined to supply local shops await offloading from a boat in Venice, Italy on June 30, 2009.

A tourist drops an empty water bottle into a trashcan in Venice, Italy on June 30, 2009.

A man drinks from fountain in Venice, Italy on June 30, 2009.

Tourists sit in the shade in front of the Basilica di San Marco in Venice, Italy on June 30, 2009.