A bizarre pop-up bar stocking bottled seawater is set to open in south London next month.
The temporary venue, the first of its kind, will launch at Pop Brixton on September 8 as part of an RNLI safety drive following a tragic spate of deaths on UK coastlines.
With the goal of raising awareness about the dangers of swimming in the sea, pop-up shop The Bottle promises to offer 10 different regional varieties of seawater including "Cornish Surf" and "Thames Wash".
The strange product won't be on sale but instead carries stark warnings on its label about the specific risks of the coastlines it was sourced from.
For example "Cornish Surf" will warn: "Infused with rip currents, surging waves and slippery rocks, this water can create dangerous swimming conditions.
"If swallowed, Cornish Surf can cause blood pressure to rise, putting strain on the heart and leading to cardiac arrest even in the young and healthy."
RNLI Thames operations manager Neil Withers said: "It’s a striking way to catch the eye of young Londoners and interest them in the challenge.
"It’s also a way for us to showcase the bottle - the courage - of our volunteer lifeboat crew members who brave extreme conditions day-in day-out and rescue an average 22 people per day."
Instead of bottled water, free mineral water will be handed out at the pop-up venue as part of the RNLI's drive to urge people to raise funds for the charity through the H2Only challenge - which asks participants to gain sponsorship to drink only water for 10 days.
Sign up by visiting h2only.org.uk.
