Explaining the Polar Obsession.

Writer Alyssa Giacobbe spills the beans to SELF magazine readers on why woman are willing to get physical in the grocery aisle over for the Polar Seltzer.

The quick answer? It all comes down to the flavor, zillions of tiny bubbles and the triple-filtered water that acts as our blank canvas.

And yes, about 70% of what we consider to be taste is actually experienced as aroma.

Read the full article here:FIZZ THE SEASON