The cleric in my party had the weird idea to actually put the orange water in the Runewell into bottles and sell them. For some odd reason, I was a gracious DM and allowed it. He dropped vials into the well with rope tied around them and I allowed him to take 17 bottles (one for every charge the runewell had).
I'm guessing that the bottles will act like rage potions that will last for 2d6 minutes or just 7 minutes, where the drinker cannot tell the difference from friend or foe.