Nothing like tap water-based ice to sully a perfectly pure cocktail. Am I right?
No. Not really.
And yet, according to the Wall Street Journal, purified ice cubes are "the next big thing":
You pay $2 a bottle for pure spring water, and $80 for 18-year-old scotch and cool it down with ... an ordinary cube of ice?
A handful of upstart businesses are hoping to persuade consumers, restaurants, airlines, hotels, hospitals and the military that they could be risking their health (and compromising good taste) by not buying prepackaged, upscale ice...
..."Over time, if we do this right, I believe this will be a commodity." Ross Colbert, a managing director of Beverage Marketing and a board member of Water Bank, says he sees the premium ice customer as someone who needs ice on a private boat or plane and wants an alternative to dragging ice in plastic bags to the sink to break it open.
Indeed, the ice industry, valued at about $2 billion to $2.5 billion at retail in North America, has been slow to ride the wave of bottled water's marketing success...To carve out more than a niche, however, will take resources. Water Bank, with the help of lead underwriter Kingsdale Capital Markets (USA) Inc., is going public with a private placement reverse merger transaction that will close on July 31 and aims to raise $4.5 million in capital.
Since mid-June, the company has distributed 5,000 packs of Icerocks in new refrigerators sold by manufacturer Groupe Candy Hoover in France, and to date has spent some $100,000 on packaging, marketing and Web design. Its trays were included in gift bags given to celebrities at the Academy Awards in Los Angeles in March.
Hmmm. Purified ice cubes. Cool gimmick or cool new cocktailian staple? I have yet to decide...