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Tourism body Inspired by Iceland introduces a premium tap water brand to encourage tourists to behave more responsibly.

This campaign promotes ‘Kranavatn’, which is Icelandic for tap water, as a free, abundant, high quality product for consumption from any tap. The branded "luxury" drink will be available at select Icelandic restaurants, bars, hotels and Airbnbs, along with a Kranavatn bar at the airport from mid-June. The work highlights Icelandic tap water as among the cleanest and best tasting tap water in the world.