Premium Ice is a New Trend that is Already Becoming the Industry Standard
For centuries, ice in all its forms has been treated as a basic commodity. It was available when needed and rarely discussed beyond price and availability. Today, however, a different category of ice is gaining momentum worldwide.
In the United States, premium ice has been part of the market for years and is reshaping expectations across hospitality, retail, and packaged ice. Europe and the rest of the world are moving in the same direction, and the momentum is clearly building. This shift is not about trends or branding. It reflects a change in how consumers think about quality and the overall experience of their cocktails.
The U.S. Market: from very craft to standard
In the USA, premium ice is moving beyond speakeasy bars. Clear ice, like large 2×2-inch cubes and other shapes, is now a standard requirement in high-end hospitality but it has also become available in hundreds of chain and specialty stores in the country.
For spirits, cocktails, and premium drinks, ice is no longer a background element. It’s part of the product, especially when your cocktail costs $15. Consumers notice ice for how it looks in the glass, how slowly it melts, and how it preserves flavor without diluting the drink.
Retail demand tells the same story. More consumers want premium ice at home, whether for entertaining, events, or personal enjoyment. This has created new growth opportunities for producers who can deliver consistent quality at scale or even for those who produce equipment for home-made premium ice cubes.
A global, not a regional trend
One important point needs to be clarified: premium ice did not emerge in a single market and then spread elsewhere (except Japan). What we are seeing today developed almost simultaneously in different parts of the world.
In the United States, Europe, and many other regions, consumers began asking the same questions at roughly the same time — about 10 to 15 years ago. Why does ice melt so quickly? How does it affect the taste of a drink? And is there a way to raise the overall quality of our cocktails?
By now, the hospitality industry has clearly found the answer. Large, clear ice cubes not only melt more slowly, but also deliver a strong visual presentation. And while the structure and formats of mass-market ice vary widely around the world, the sizes and shapes of premium ice are remarkably consistent — from Alaska to Australia. This consistency makes it easier for producers to standardize production and packaging for this category.
Profit opportunity 12 months a year
Did you know there is a type of ice that actually sells better in winter? Data from the past decade confirms it: premium ice is not seasonal. A Negroni should be served with a 2×2-inch cube year-round, and winter is often the best time to sell cocktails that are meant to be prepared slowly and enjoyed over time. This is not “beach ice”.
For many ice producers, growth in the premium segment has completely changed the winter season. It has created new revenue streams and made it easier to keep skilled staff year-round. That is what makes premium ice such an attractive and resilient category.
Steps for learning and collaboration
At EPIA, we believe the growth of the premium ice market deserves an open, global conversation. This is not a regional issue, but a shared opportunity for ice producers, equipment manufacturers, and hospitality professionals.
That is why EPIA plans to bring together perspectives from the United States, Europe, Asia, and beyond to exchange experience and better understand where this market is heading in the near future.
Premium ice is no longer a niche product. It reflects changing consumer expectations and a broader focus on quality, experience, and responsibility. For the ice industry, this evolution presents both challenges and opportunities. Those who adapt thoughtfully will help define the next stage of growth in the global ice market.
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