At basically a $1.50 retail that's not bad at all. Dasani, Aquafina are all right around there. It also depends on the size of the bottle as well. I see 24 packs of water for $3-$4 but the bottles are 8-10 oz and the water is shit for quality. With Eagle Spirit (once the consumer knows the story) at least they are getting a higher quality water for basically the same price as a Coke or Pepsi bottled water.......