To illustrate what he sees ahead for his new product, Murdza points to the example of balsamic vinegar, first introduced to the U.S. market in the late 1970’s. “Sales of balsamic in North America began with two thousand cases coming in a container load of products from Italy. Today, the global market for balsamic is more than two hundred million bottles a year, and it’s a ‘go-to’ product. We see the same type of opportunity for Ice Syrup if it’s supported".

The market certainly could grow. “We are hoping this product will help to pick up where icewine export sales have trailed off”, he notes. “As a food product, we see it being easier to market than wine. We believe Europeans will readily recognize the grape varieties in the syrups, and the non-alcoholic aspect will help to boost sales in the Middle East.”