Infinity Water is a new company whose system is based on putting in place a small bottling water unit in a hotel or restaurant. The system works by tapping into the mains in the kitchen of the hotel/restaurant/office block and this water then flows through a filtration process and ultra violet lamp which removes all impurities tastes and odours from the water leaving pure, refreshing clean water.

A unique purification process produces still or sparkling water of the highest quality which is available daily. Infinity water is served to clients in elegant reusable bottles supplied by the company.

The Infinity Pure Water Company is the brainchild of Dermot O’Brien of Mitchelstown, Co. Cork. After returning from a year off travelling, he returned to Ireland to begin work for a water filtration company. This led him to start up his own water filtration company.

“Its focus was on domestic use and frankly I was concerned that the economic downturn would have a severe impact on my business. I decided I needed to a broader base so I went to the United States and there I got the idea for Infinity Water”, he said today as he announced plans for a major sales campaign for Ireland.

Already he has signed up some of Ireland’s biggest and most prestigious hotels and restaurants to use his system. And for those it’s been a major source of savings.

“This is the way forward for hotels and restaurants”, says Roy Kavanagh General Manager of the Griffin Group involving three hotels in Wexford and Kilkenny, “We offer bottled water to our guests but it’s been an expensive exercise. We decided to go with Infinity Water and it has saved the group close on €50,000 in the first year. We expect to save another €50,000 this year. This represents a major saving in tough times but most importantly the quality of the water is terrific”.

Justin McCarthy of Cork’s five star Maryborough Hotel was the first hotelier in Ireland to install the system. “It’s a no brainer for any hotel which hosts business conferences or puts water in rooms,” he said.

Maryborough Hotel estimates it has saved €20,000 a year on bottled water since it installed the system two years ago. “The quality if the water is top class and it’s so easy to maintain. I’ve recommended it 100% to any hotel which has sought my advice”, said Mr. McCarthy.

There are some 160 hotels registered with the Irish Hotels Federation in the greater Dublin area and, in targeting them O’Brien is confident that there are major savings to be made in their use of the Infinity Water system. His comments are echoed by hoteliers such as the Ritz Carlton, Powerscourt, the Gibson Hotel, the Hilton Kilmainham and Carton House Hotel, Maynooth each of whom has signed up to Infinity Water.

Brian Bouler, manager of Carton House puts their first year savings at €20,000. “We are delighted with Infinity water. No fluctuating bottled water costs, no more irritating bottle deposits. It’s efficient, offering water of the highest quality and at a fraction of the cost of traditional bottled water” he said.

Consumption of bottled water has soared in Ireland in recent years, up from 113 million litres in 2007 to 193 litres in 2008. Sales of bottled water reached €319 million in 2009. In addition to cost savings on bottled water the Infinity system cuts down on waste as 8 out of 10 of all water bottles in Ireland end up as waste in a landfill.

Infinity Water is now being served in more than a dozen top Dublin restaurants and costs significantly less than the traditional bottled waters.

“Infinity water’s growth has been mainly in the Dublin area. Now the company has begun a major sales drive to attract more top hotels and restaurants in Dublin and move on from there to Munster, Connaught and the Midlands,” says Dermot O’Brien.