Icelandic businessman Jón Ólafsson has some bottled water he wants you to try that’s as clear as can be.
In 2003, when Ólafsson owned 85 percent of all the music recorded in Iceland, he decided to call it quits from his telecom and media empire and try something new. Providing what might be one of the only links between music and bottled water, Ólafsson started Icelandic Glacial, a premium brand of mineral water that has found an audience in Hollywood and caught the eye of Christian Dior, all of which earned him the nickname the “Icelandic Richard Branson.”
Bottles of Icelandic Glacier water have found their way into TV shows like “Dexter” and the “Big Bang Theory“. In 2012, the bottled water company partnered with Christian Dior to include the water in a line of skin-lightening Diorsnow beauty products available in Asia. Earlier this year, Whole Foods announced the brand could now be found in its supermarkets.
Of course, part of the challenge of selling bottled water is you are trying to get people to buy something they can get practically for free. Icelandic Glacier’s marketing revolves around its purported purity; the water comes from the Ölfus Spring in southern Iceland that is made up of snow and rainwater that, according to Ólafsson, “goes through lava and takes between 400 and 600 years to reach the river.” In other words, not from a glacier at all, though this is hardly surprising. Some bottled water companies simply use water from municipal supplies.
In an interview with Bloomberg, he said Icelandic Glacier water is “the purest, best, cleanest water there is.” These words show an understanding of different ideas about water. Though scientists can document that distilled water is purer than water from other sources, the strong association of water with nature causes water from remote settings to seem better. And what could be more natural than a glacier from an island like Iceland? The company’s website describes the country as “magical and remarkably pristine.” Ólafsson may have had some assistance in selecting these adjectives. “Our distinguished partners at Team One captured the essence of Iceland and we’re confident it will be embraced by consumers around the globe,” he said, referring to the advertising group he worked with, a branch of the global advertising giant Saatchi and Sattchi.
Ólafsson has said in interviews that his water contains a pH of 8.4, which helps the body balance out acidic, low pH drinks like coffee and alcohol. While the alkaline diet has been touted as a way to combat disease and promote health, there have been limited scientific studies to test the validity of these claims.
The company’s website states “We take great pride in running a completely sustainable operation, fueled entirely by geothermal and hydroelectric power.” And it received a “CarbonNeutral” certification from the CarbonNeutral Company, a UK-based consulting group that helps businesses cut carbon emissions through the use of carbon offsets. Offsets themselves are not necessarily reductions in greenhouse gases themselves, but “credits” that can be purchased in projects that reduce such gasses. Nonetheless, the company’s operations pose direct threats to sustainability by encouraging the use of plastic bottles and by promoting long-distance shipping.
Of course, Ólafsson’s company is hardly the first to use the cachet of a remote island setting to promote the claim of purity and naturalness in order to market water. Fiji Water bottles its water in the tiny South Pacific nation and ships it all over the world. Following the 2010 Haiti earthquake, Icelandic Glacial water shipped 42 tons of its water to the country. Again the water’s purity and “green energy” were touted as solutions to Haiti’s humanitarian crisis. One wonders if shipping tiny plastic bottles a distance of 4000 miles to Haiti was an effective way to address the problem of providing clean water after that emergency.
You can read here about a Canadian company that does use actual glacier ice in its vodka.