Such a simple idea that solve a crucial problem. How many times do you see someone drinking premium and often very expensive booze with ice in it? Hey can't blame them for wanting a cold beverage. But, what's the point if within moments the taste of the alcohol is diluted to a point where the taste is lost. Stainless steel cubes solve that. They cool your drink just like ice cubes - but since they don't melt they don't water down the flavor.