Few things are more American than Coca-Cola. ... But bottled water is washing away the palate trained to drain a bubbly soda. By the end of this decade, if not sooner, sales of bottled water are expected to surpass those of carbonated soft drinks, according to Michael C. Bellas, chief executive of the Beverage Marketing Corporation. ... “I’ve never seen anything like it,” said Mr. Bellas, who has watched water’s rise in the industry since the 1980s. ... Sales of water in standard lightweight plastic bottles grew at a rate of more than 20 percent every quarter from 1993 to 2005, he said. The growth has continued since, but now it has settled into percentages within the high single digits. ... If the estimated drinking of water from the household tap is included, water consumption began exceeding that of soda in the mid-2000s.