$36 a bottle for water

Here is an ice cold story for the heat of summer.

A new limited edition water is about to be launched with all the terroir and hype imaginable.

It’s a polar water “harvested from icebergs freshly calved” off Norwegian glaciers 1,000 km from the North Pole – “pristine ice, locked up for millennia.”

A boat has collected 16 tonnes that had been at the centre of the glacier and was “as hard as concrete”, yet provides “an exceptionally smooth mouthfeel.” It’s “almost entirely mineral free with the pH of fresh snow.” The initial production run will be 13,000 bottles.

One of the owners appropriately remarked that “this project had just the right amount of madness for me.”