In "Word Focus" Darrell Grim writes:
Rivers of living water (John 7:38). Each day of the Feast of Tabernacles the people came with palm branches to the Temple. They would hold the palms in the air and march around the great altar. While they did this, the priest would take a golden pitcher, which held about two pints, and fill it at the pool of Siloam. It was then carried back through the Water Gate as the people recited Isaiah 12:3 — “With joy shall ye draw water out of the wells of salvation.” The water was then poured on the altar as an offering to God. At that point the Hallel (Ps. 113 — 118) was sung. At specified points in the singing the people would raise their palm branches and shout to the Lord. On the last day of the feast they marched seven times around the altar in memory of their seven-day march around the walls of Jericho. It was in the midst of this symbolism that Jesus stood and proclaimed the true water of life.
Discussion: With this cultural background, how do you think the Jewish people "heard" Jesus' proclamation that He could provide them living water?
Source: Jesus, Son of God: Adult Teacher's Insights, page 34.