Pernod seeks UK partners for new vodka brand

By Robyn Black

- Last updated on GMT

Related tags Vodka

London/Vodka Our/Vodka launched
Pernod Ricard is looking for UK partners to help make the first “global vodka with local roots.”

The new brand, Our/Vodka has already been launched in Berlin and the company is planning on expanding the project to other cities in the US, Australia and Europe, including London.

The vodka will be made to the same recipe in each city, but with ingredients that are as local as possible. It is keen to emphasise that partners do not have to have a background in distilling.

“This is about building a unique business in each city,” said Kalle Söderquist, creative director for the project. “Our/Berlin is run by fashion people, Our/Detroit by three social entrepreneurs and Our/New York by skate and bike aficionados. Of course they will end up differently, and that’s the beauty of it.”

 The vodka comes in a small bottle with a crown cap. It is said to be, “smooth and fresh with a fruity note,” and is has been designed to go well with any mixer under the strapline: Keep it simple. It’s vodka.

Launch schedule

  1. Our/Detroit   ​June 2014. The team will partner with local community organizations to host events at the distillery. “Our/Detroit will build a stage for local voices. We will be authentic to the cultural fabric and we will be a contributor for revitalization in Detroit​” says local director Kate Bordine.
  2. Our/Seattle
    September 2014. Seattle partners will soon be announced. The distillery will be located on 1836 Market Street in Ballard, Seattle, and will be ready for launch in.
  3. Our/New York
    November 2014. This will be the first distillery in Manhattan since the 1920 and it will double as a tasting room, shop and event/gallery space.
  4. Our/LA, Our/Amsterdam & Our/London
    Scheduled for late 2014
  5. Our/Miami, Our/Melbourne, Our/Austin, Our/Nashville and Our/New Orleans
    Scheduled for 2015
  6. Our/Berlin
    opened in March, 2013. Run by local entrepreneurs Jon Sanders and Pauline Hoch, the tiny distillery is a bar, event space and liquor store.

Related topics Spirits & Cocktails

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