The integration spans the entire production, appearing at contestant stations, judges' tables, and back-bar areas. Beyond mere hydration, the brand’s water serves a functional role in the chemistry of the competition; mixologists will utilize the Icelandic supply to forge crystal-clear ice for custom cocktail molds. According to Michelle Grieco, VP of Marketing at Icelandic Glacial, the partnership aims to demonstrate how water quality influences the balance and flavor profile of a drink.
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Icelandic Glacial Secures Partnership with E! Series Cocktail Wars
Hosts Lance Bass and Joey Fatone will have a new silent partner on the set of E!'s inaugural mixology competition, Cocktail Wars: Icelandic Glacial. The premium water brand is moving beyond standard product placement to become an essential ingredient for the contestants tasked with crafting high-stakes cocktails for a $10,000 prize.
Premiering Tuesday, August 18, at 10 p.m. ET/PT, the series features a rotating panel of celebrity judges, including Lauren Graham, Seth Green, and various reality television personalities. The competition, executive produced by a consortium including Texas Crew Productions and R&D Media, pits professional mixologists against one another in a series of themed challenges. The brand, sourced from the protected Ölfus Spring, remains a central fixture throughout the ten-episode run.
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