Dios mio; on Saturday Nestle is opening its first U.S. "Nestlé Pure Life Mercado del Agua" (Water Store) to "bring the benefits of Nestlé Pure Life Purified Water to the Hispanic community." And they've got Hispanic TV personality and Pure Life spokesperson Cristina Saralegui to appear at the grand opening to help target the demographic. In the press release announcing the store, Saralegui (the Hispanic Oprah) says, "It is my privilege to join Nestlé Waters in celebrating the grand opening... I want to help increase awareness for our community about how drinking water is critical to living a healthy lifestyle."

At last, those poor, dehydrated people in one of the most indigent counties in the United States will be able to buy Nestle water! Sure, NYC has some of the best tap water in the world, but boring old tap water doesn't have celebrity brand ambassadors like Nestle, which owns Poland Spring and other bottled water varieties. And you know who else liked tap water? Hitler. Also, we've never seen tap water promoted in incredible commercials in Arabic like this one below.

We're still trying to determine exactly where the Mercado del Agua will be in the Bronx, and it's also unclear how much the water will cost. (A case of 16.9oz Nestle Pure Life Water usually retails for $15.99.) The grand opening is part of a larger marketing campaign targeting Hispanics, who've been treated to their own series of TV commercials promoting Pure Life as a healthier alternative to sugary drinks. [Via Literanista]