In a world that is increasingly polluted, naturally occurring pure drinking water is a rare and precious commodity, and Iceland is home to some of the purest spring water available today.

Jon Olfasson, chairman of Icelandic Water Holdings, draws the water used in the company's Icelandic Glacial brand from the lfus Spring in Hlidarendi, to the south of Reykjavik.

"Our bodies are 70 percent water. To ensure our well-being, it is vital that we stay hydrated. But there is water, and then there is water," Olfasson said.