How can we understand and pursue sustainability transitions that disrupt everyday practices and social norms? This dissertation finds potential answers to this fundamental sustainability governance question in Arizona utilities’ efforts to legitimate wastewater as a drinking water source. Due to widespread public concern regarding the direct potable reuse of wastewater (DPR), utilities and other stakeholders have developed innovative governance approaches. By offering tastings of DPR water (often in the form of beer), utilities create spaces for deliberation within a traditionally top-down policy planning paradigm, and furthermore, invite feelings—emotions and bodily sensations—into policymaking. This dissertation explores and advances Arizona's emerging transition to deliberative water governance through three distinct investigations. The first of these, an institutional analysis based on interviews with 34 regional stakeholders and observations at 56 water industry meetings, identifies direct experiences with DPR (e.g., tastings) as a pivotal strategy to institutionalize new wastewater practices. The second investigation examines utility-sponsored initiatives to promote DPR and finds that, instead of assuming that consumers behave as rational choice or bounded rationality would predict, water utilities’ use of drinking water tastings reflects a new normative assumption, termed embodied rationality. The third investigation applies embodied rationality in action research with skeptical consumers and reuse industry stakeholders to co-design an exhibit about DPR that engaged more than 1,100 people. Drawing insights from the literatures of embodied and enacted cognition, practice theory, organizational institutionalism, sustainability transitions management, and design research, this dissertation proposes an analytical approach, normative framework, and practical tools for collaboratively addressing real-world sustainability challenges.