Wicklow, Ireland 23rd March, 2026 – Pure Irish Ice Ltd, Ireland’s largest and only BRC and EPIA-certified ice manufacturer, today announces the launch of The LXRY ICE Collection, a new luxury ice brand created by hospitality professional Richie French. The collection aims to redefine ice as a key ingredient in premium drinks, bringing precision, consistency, and performance to an often-overlooked element of the hospitality experience.
Born from years behind the bar in Ireland’s leading four and five-star hotels, The LXRY ICE Collection has been developed for a new generation of hospitality professionals who recognise that ice is not simply an addition to a drink, but a core ingredient that directly impacts flavour, balance, and presentation.
“In luxury hospitality, details matter. The spirit, the glassware, and the garnish are treated with huge care – yet ice is often an afterthought,” said Richie French, Creator of The LXRY Ice Collection. “I’ve watched exceptional cocktails lose their integrity because the ice wasn’t right. The LXRY Ice Collection was created to bring the same standards we expect from fine spirits and premium ingredients to the final ingredient in the glass.” – Richie French
Crafted in Ireland using precision freezing methods, each piece of The LXRY ICE Collection is designed to be crystal-clear, slow-melting, and consistent, helping to control dilution and preserve flavour. The range is created for performance rather than aesthetics alone, ensuring drinks remain balanced from first sip to last.
Produced by the infrastructure, sustainability credentials, and reputation of Wicklow-based Pure Irish Ice Ltd. The addition of The LXRY ICE Collection, makes Pure Irish Ice Ireland’s only true “one-stop shop” for ice. The expanded offering will include hand cut ice, various hand pressed shapes, Ice Sculptures, Infused Ice, Bespoke Ice, Ice Blocks, Branded Ice, an Ice range for chefs and high end Coffee Shops, Wedding & Event packages, Beverage Consultancy, 1kg of Ice Spheres and Hoshizaki/Festival ice, all available from a single trusted supplier.
“Pure Irish Ice Ltd has already built an exceptional reputation as a trusted supplier to the retail sector, and I saw the potential to take ice further – to elevate it to a premium ingredient that supports craftsmanship, branding, and luxury experiences.”
Richie also added;“Ice shapes the drink as much as the spirit, dilution defines balance. Master it, and your cocktail changes completely. Due to recent drinking trends, if you still think ice is “just frozen water”, or are using the same ice for every drink, those who don’t adapt will be surpassed.”
The launch comes at a time when consumer behaviour is shifting, with drinkers choosing to consume less overall while opting for higher-quality, premium experiences when they do. Industry research indicates growing demand for luxury and premium serves across Ireland’s hospitality and retail sectors (Government of Ireland, Drink Industry Ireland, Drink Industry Group of Ireland, 2025).
The LXRY ICE Collection is positioned for venues and consumers who care about the smallest details, where restraint, craftsmanship, and quality define luxury.
“There is ice. Then there is The LXRY ICE Collection.”
For more information visit www.lxryice.ie