‘Tap water is boring, so they invent new products’: how did humble H2O become such big business?

The must-have giant drinking cups are just the half of it. From designer ice to aqua mineralogists, water is a marketer’s dream

Towards the end of 2009, Camper English achieved a major breakthrough in his kitchen in San Francisco. After months of experimentation, English, a drinks industry consultant, created the perfect piece of clear ice: a cube with minimal fissures and microbubbles, as transparent as air.

His method for making clear ice – freezing water in an insulated container, which forces tiny bubbles towards the edge and leaves the rest of the block clear – is now widely copied in bars. English has also written The Ice Book: Cool Cubes, Clear Spheres, and Other Chill Cocktail Crafts, and has found his algorithmic niche as Instagram’s top “ice cube reporter”. He regularly shares pictures of bevelled spheres, ridged gems and crystalline pebbles on his account @alcademics, all tagged with #IceBling.

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