When the historic Schmidt Brewery was purchased, the new owners acquired the beloved Schmidt water well along with the building (but not the name). Tasked with rebranding the pure water sourced from an ancient aquifer, we rechristened it simply, “The Drink” — connoting both the idea that this is earth’s original beverage, as well as a nautical reference to the adjacent Mississippi River.

(The actual site looks much better than the screen grab:)