In an effort to dissuade plastic bottle use and drive reappraisal of one of its most bountiful resources, the island nation is promoting a new product across its airports, hotels and bars: luxury tap water

Known worldwide for its pristine natural riches, Iceland has become a geothermic hotbed for tourists far and wide. But with the rush of tourists comes the inevitable wave of rubbish and, worse, plastic. In fact, more than two thirds of global travelers consume more plastic bottled water while on the road than while domestic. Given that serene beauty and single-use plastics don't mix very well, Iceland's tourism board has enacted a campaign that protects its natural resources by promoting its natural resources, and so, the island-nation is offering the world’s first premium tap water brand: Kranavatn.

To celebrate the campaign, a Kranavatn-branded bar opened for the first weekend of Iceland's high season (mid-June), greeting guests at the Keflavík International Airport, and educating those arriving that the nation's “tap water is not only safe, but delicious to drink.” The ‘Krana Bar’ was hosted by a sommelier, who handed out close to 100 water bottles to tourists. The campaign is the brainchild of London-based agency the Brooklyn Brothers.

As Inspired By Iceland recounts to PSFK, “On the most part tourists were overlooking this delicious, bountiful resource from nature for a number of reasons – largely due to concerns about safety and because of the convenience of bottled water. Icelandic tap water is some of the best in the world and is the same whatever the tap – restaurant, water fountains on the street or your hotel bathroom. It is 98% untreated glacial water, filtered through lava for hundreds of years with great alkaline properties.”

Across the country, hotels and restaurants have joined in on the promotion, and will be participating in the campaign over the course of the summer.

Additionally, “Airbnb hosts have also received a Kranavatn pack to brand the taps in their own homes, in order to encourage tourists to re-fill before heading out for the day. There are numerous water fountains available all over the country and to celebrate the launch of ‘Kranavatn’ as a premium tap water brand the country has also installed a special Kranavatn water fountain in the city center of Reykjavik,” PSFK is told.

Premium Tap Water

Kranavatn

Known worldwide for its pristine natural riches, Iceland has become a geothermic hotbed for tourists far and wide. But with the rush of tourists comes the inevitable wave of rubbish and, worse, plastic. In fact, more than two thirds of global travelers consume more plastic bottled water while on the road than while domestic. Given that serene beauty and single-use plastics don't mix very well, Iceland's tourism board has enacted a campaign that protects its natural resources by promoting its natural resources, and so, the island-nation is offering the world’s first premium tap water brand: Kranavatn.