Jorge Torres, Chief Marketing Officer, Icelandic Glacial, explains how the brand is redefining the role of water in high-end hospitality – bringing precision, sustainability and clarity to every glass.
Icelandic Glacial has a strong sustainability story at its core. Can you tell us about the brand’s origins and how sustainability influences the way your water is sourced, produced and packaged?
Icelandic Glacial comes from the Ölfus Spring in Iceland, a source formed over 5,000 years ago through volcanic filtration.
What makes the source so special is its natural integrity. The water is filtered slowly through layers of lava rock and is naturally replenished by rainfall and snowmelt. Each day, over 900,000 cubic metres of water naturally flows from the spring into the ocean. Icelandic Glacial bottles less than 0.1% of that flow, directly at source.
The spring is protected by a 128,000-acre exclusion zone of untouched lava fields, and our bottling facility is powered entirely by geothermal and hydroelectric energy.
The water moves from the underground spring into the bottling facility through a sealed system. It is bottled in a hands-free, highly controlled environment, and the first time Icelandic Glacial meets the open air is when the bottle is opened.
For us, sustainability is not a campaign. It is part of the way the brand was built: protect the source, preserve the water, and interfere as little as possible.
Premium water is becoming an increasingly important part of the on-trade experience. Why do you believe bars and pubs should think more carefully about the quality of water they offer guests?
From my experience working in the world of mixology and fine dining environments, water is often underestimated.
In a serious bar, every detail is intentional. The spirits, the ice, the dilution, the glassware and the garnish are all carefully considered. Water should be treated with the same level of attention.
Water is not neutral. Depending on its mineral composition, it can either support a drink or interfere with it.
Icelandic Glacial has two qualities that are particularly relevant. It has a naturally low mineral content, which helps preserve flavour clarity and avoid distortion, and a natural alkalinity of around pH 8.4, which helps balance acidity across cocktails, wine, coffee and food.
That is why, in mixology, water is not just a side element. It is part of the structure of the experience.
How does Icelandic Glacial position itself within the premium on-trade space, and what makes the brand a strong fit for high-end bars, restaurants and hospitality venues?
Icelandic Glacial fits naturally in environments where precision, taste and restraint matter.
From a positioning standpoint, we are not trying to be everywhere. We belong in places where the experience is curated end to end and where small details make a difference. For bartenders and sommeliers, Icelandic Glacial offers a clear, balanced profile that works well as a palate reset and as a companion to complex flavours. It does not compete with the drink. It allows it to express itself more clearly.
We are seeing growing relevance in curated hospitality spaces, including private clubs, cigar lounges and cocktail-led environments. In Hong Kong, this includes venues such as The PIN and selected locations within the Rosewood ecosystem. And in the US, we are the official water partner of Cocktail Wars, an E! Entertainment production focused on mixology culture. Our water is present both as a companion to judges and as part of the craft itself, including ice created using Icelandic Glacial.
What role do you see premium water playing in elevating serve rituals, food pairings and the overall guest experience in modern hospitality venues?
Premium water plays a subtle but important role in the overall experience. It creates the reset between moments.
Between cocktails, between courses, alongside coffee or wine, it allows the guest to return to the next flavour with a cleaner palate.
From a pairing perspective, Icelandic Glacial’s low mineral profile helps avoid interference with delicate flavours, while its natural alkalinity can help balance more acidic profiles. In high-end venues, consistency matters. You cannot control every element of the experience and then treat water as an afterthought.
Some guests will ask about the source and the story. Most will simply feel the difference in how everything else tastes.
