Owners of Svalbarði Polar Iceberg Water have secured a deal that will see the product go on sale exclusively in London’s luxury department store, Harrods, for £80 per bottle.
Svalbarði is marketed as a “sophisticated alternative to alcohol which enriches culinary experiences.”
Representatives of the water brand visited Harrods Food Hall earlier this month to offer samples and to talk to customers about the origins of the limited-edition iceberg water from the Arctic Circle.
The water is sourced from Svalbarði, a Norwegian archipelago in the Arctic Ocean, and is the brainchild of Norwegian-American Wall Street businessman Jamal Qureshi.
Qureshi has first visited the remote group of islands in 2013 when he brought back melted iceberg water as a souvenir for his wife. More recently, he was given the green light by the governor of Svalbard to begin harvesting icebergs in the area.
His company now sends an icebreaker to harvest icebergs twice each year in Kongsfjorden, Svalbarði, 1,000Km from the North Pole. Once 15 tons of ice is collected, it is melted and bottled by hand, with each expedition to fetch the ice yielding 13,000 750ml bottles.
Mr Qureshi said: “Svalbarði is sourced from melted icebergs, which first fell as snow up to 4,000 years ago. Because the ice has been tightly compacted since before industrial-era pollution circled the world, pollutants have been unable to contaminate the source.
“The results were clear in laboratory testing which was unable to find any trace at all of contaminants ranging from nitrates to arsenic. What’s more, this is entirely natural without any filters which alter the chemistry of the water.
“When first presented with laboratory results, the Norwegian food authorities were stunned at the quality and gave immediate approval.”
Although questions have been raised regarding the environmental impact of harvesting large quantities of icebergs, Qureshi is adamant that the environment remains a key focus for the company.
In fact, Svalbarði has been certified with Carbon Neutral status, and a company statement read: “We are also helping to mitigate against the dangerous impacts of climate change. A portion of every purchase goes to support the permanent preservation of crucial food crops in the Svalbard Global Seed Vault as a backup against the threat of global warming’s damage to agriculture.”
Svalbarði says its clients can look forward to the launch of Svalbarði Membership options in the coming months. Besides subscriptions for regular deliveries of Polar Iceberg Water, members will also receive additional Svalbarði related products, discounted shipping and increased support to the Global Seed Vault’s vital work.
The msot expensive bottle of water to have ever gone on sale is Acqua di Cristallo Tributo a Modigliani, which was priced at $60,000 per 750ml.
The water, seemingly unspectacular, was sourced from France and Fiji. But the bottle was made of 24 karat gold.