Harrods has a new product on its shelves: a bottle of 'luxury water' retailing at £80, harvested from icebergs in the Arctic Ocean.
The brand's founder, Norwegian-American businessman Jamal Qureshi founded the brand after collecting melt water from the Norwegian territory of Svalbard in 2013 as a gift for his wife. "Four years later," the company said in a statement, "the whimsical, selfless thought has transformed into an epicurean product, which is redefining the very notion of drinking water."
Qureshi collects batches of the water by chartering an icebreaker with the permission of the Governor of Svalbard and travelling to the icebergs of Kongsfjorden, which is 1,000km from the North Pole. Once 15 tonnes of ice is gathered, it is melted and bottled by hand in order to "capture the water in its purest form."
The brand says that the water has "an exceptionally light mouthfeel with a unique terroir – the taste of snow in air and evokes recollections of snowflakes on the tongue".
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