Why Premium Ice Has Become One of the Most Important Ingredients Behind the Bar
Not long ago, ice was simply something that kept cocktails cold. Today, it’s become an essential part of the drink itself.
Photos by Craig Cutler
From crystal-clear cubes and custom logo ice to specialty shapes designed for everything from Old Fashioneds to highballs, premium ice has become a signature of top-notch cocktail programs. As consumers become more discerning and social media places every drink under the spotlight, bartenders and bar owners are paying closer attention to what goes into the glass and that includes the ice. The right cube doesn’t just look beautiful. It controls dilution, preserves flavor, and transforms the overall guest experience.
To better understand where the category is headed, we chat with Todd Stevenson, founder and CEO of Abstract Ice, to discuss the trends shaping premium ice, what consumers are asking for, and why investing in better ice can have a bigger impact than many bartenders realize.
What are the biggest ice trends you’re seeing right now?
One of the biggest trends is that craft ice has crossed into the mainstream. Craft ice is no longer a luxury add-on—it’s becoming standard operating practice across the on-premise market. We’re also seeing growing demand for specialty formats beyond the traditional cube, including spheres, custom shapes, and etched ice.
What do you predict will be the biggest cocktail and ice trends for Summer?
Premiumization will continue, but in a more approachable way. Guests still want elevated experiences, but they also want value. We expect to see more visually distinctive cocktails, more emphasis on presentation, and wider use of specialty ice in venues beyond high-end cocktail bars.
Craft ice is becoming accessible to a much broader range of operators.
How are bartenders using ice more creatively today than they were a few years ago?
A few years ago, the focus was primarily on having a clear cube. Today, bartenders are using ice as part of the storytelling of the drink. They’re incorporating unique shapes, branded elements, etchings, and ice that complement a menu theme or cocktail concept. Ice has become a creative canvas rather than simply a cooling agent.
What are consumers looking for in a premium cocktail experience, and how does ice contribute to that?
Consumers want experiences that feel thoughtful and intentional. They notice details. Ice is one of the few ingredients that influences appearance, temperature, dilution, and the overall perception of quality simultaneously. Operators are responding accordingly – delivered ice is the fastest growing method of ice sourcing at +19%, suggesting that premium cocktail experiences continue to gain importance.
Are customized and branded ice programs becoming more important for bars and beverage brands?
Absolutely. In a crowded market, operators are constantly looking for ways to create memorable experiences and reinforce their brand identity. Custom ice gives bars and beverage brands an opportunity to make a drink uniquely their own while creating a visual element guests remember and share.
What’s the biggest misconception bartenders have about investing in premium craft ice?
The biggest misconception is that premium ice is simply a cost. In reality, many operators are using it as a revenue and profit driver. Our research found that 96% of delivered-ice users recover the cost of their ice program, and one-third are charging a premium on drinks that feature craft ice. The conversation is increasingly shifting from cost to return on investment.
Abstract Ice satisfaction ratings are +95% versus other 3rd party delivered ice and + 248% versus molds.
How do you see social media influencing the demand for visually striking ice and cocktail presentations?
Social media has accelerated the importance of visual presentation across the entire hospitality industry. Guests increasingly discover bars, cocktails, and trends through images and videos. Distinctive ice creates a visual focal point that helps a cocktail stand out both in person and on screen. The aesthetics of quality craft ice are stunning and extremely photogenic.
What is one ice trend or innovation that the industry isn’t paying enough attention to yet?
The biggest overlooked trend is the shift from in-house production to delivered craft ice. Our research found that 68% of mold users are actively considering switching to delivered craft ice, primarily because of quality improvements and labor savings. That’s a significant behavioral shift that could reshape the category over the next several years.
If you could give bartenders one piece of advice for their ice programs this summer, what would it be?
Treat ice with the same level of attention you give your spirits, mixers, and glassware. Ice touches every cocktail you serve, and small improvements in quality and consistency can have an outsized impact on the final drink. Research says that when crystal clear craft ice is present drinkers say that they’d want to drink 23% more spirits-based drinks than beer and wine, which results in higher profits.
Looking ahead, where do you see the future of craft ice and cocktail presentation heading over the next few years?
We think the category is still in the early stages of growth. Demand is increasing, operators are looking for ways to elevate the guest experience, and a majority of mold users are already considering switching to delivered craft ice. Based on our research, the on-premise delivered ice market has the potential to grow significantly as more bars and restaurants use it, and as those that have it pair more drinks with it.
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