Erewhon, a luxury grocery store in California, has been causing a stir among customers with the high price of ice. They are selling a bag of eight large, frozen spheres for $32, made by the brand Penny Pound Ice. These ice spheres, known as “ballz,” are not intended for everyday use in drinks but are meant to be placed in cocktails like Old Fashioneds or Negronis.
Gordon Bellaver, a partner at Penny Pound Ice, has been faced with the challenge of justifying the high price tag of their luxury ice products. He explains that just like pairing a luxury car with cheap gasoline would not be doing justice to the car, pairing high-quality alcohol with basic ice takes away from the overall experience. The company also manufactures ice in various shapes, including miniature spheres, diamonds, cubes, pyramids, spears, and blocks that contain thyme, edible orchids, and gold flakes.
While some customers were shocked by the high price tag of the ice spheres, others were captivated by the clarity and quality of the ice. One TikToker was amazed when the ice ball did not melt after 20 minutes, commenting that it looked like a crystal ball. Bellaver explains that the ice produced by Penny Pound Ice is different from what you can make at home because it starts with purified water that does not have the impurities present in tap water or freezer flavors.
Despite the criticism and online backlash, Bellaver remains unphased, emphasizing the artistry and method involved in creating the ice spheres. He explains that producing a perfect sphere requires extra steps and labor, making it a more intricate process than making regular ice cubes. He encourages customers to try the luxury ice and compare it side-by-side with their regular freezer ice to see the difference in taste and melting speed.
The controversy over the high price of luxury ice at Erewhon is just one of many products that have raised eyebrows, such as the $19 Hailey Bieber smoothie and $26 Hyper Oxygenated Water. Bellaver sees the criticism as an opportunity to generate interest and awareness about their products. He invites customers to try the ice and see for themselves whether the quality and taste justify the price tag. Despite the skepticism, he remains confident that once people experience the luxury ice, they may reconsider their initial impressions.
