OUR/VODKA THE WORLDS FIRST GLOBAL VODKA WITH LOCAL ROOTS AND AWARD WINNING DESIGN
With a small, stubby bottle, simple geometrical shapes, black and white typography and a crown cap, Our/Vodka sets out to redraw the vodka map in the US, Europe and Australia. In addition to the disruptive design, Our/Vodka also introduces an unconventional business model, with local entrepreneurs launching microdistillery ventures in their own cities.
“A lot of vodka brands have been fighting for the same market turf for a long time, trying to outdo each other with taller bottles, more gold, diamonds and the same overstated, luxurious design. We wanted to break those conventions and rethink what a vodka bottle could look like. It was time for a new type of premium,” says Mårten Magnusson, art director at Our/Vodka and Great Works. Mårten had never designed anything similar before, but Our/Vodka has already won him a Silver Lion in Cannes.
The small bottle is kept very simple, with a paper label featuring a handwritten logo giving personality and soul to the brand. Each bottle also gets a local touch as the vodka is named after the city where it is produced. After a successful introduction in Berlin, Our/Vodka – the first global vodka with local roots – sets out to redraw the vodka map. Together with local partners, Our/Vodka, a Pernod Ricard brand, will open micro distilleries in eleven cities across the US, Europe and Australia. Our/Detroit will open during the summer and Our/Seattle, Our/New York, Our/Amsterdam, Our/Los Angeles & Our/London later 2014. Our/Austin, Our/Miami, Our/Nashville, Our/New Orleans and Our/Melbourne will follow.
“In every city, a local entrepreneur will engage with the local community and open a boutique distillery with a back-to-the-roots mentality”, says Åsa Caap founder of Our/Vodka and former Innovations Director at Pernod Ricard.
Our/Vodka is made according to the same recipe, but every distillery will use ingredients sourced as local as possible. This means that each city, not only lends its name, but also a specific local character to the vodka. The local partners also have the freedom to market the vodka in their own fashion.
Our/Vodka is smooth and fresh with a fruity note, and composed to mix well with any mixer.
Our/Vodka was developed by a small group of entrepreneurs and ended up as a start-up project under the umbrella of Pernod Ricard. It is a unique concept for marketing and distributing vodka and it was initiated by Åsa Caap and co-created with Kalle Söderqvist, Mattias Nyström, Ted Persson, Ola Persson and Mårten Magnusson from the Swedish agency Great Works.