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  • The craft spirits movement is taking off – but are big brands welcome?
  • The craft spirits movement is taking off – but are big brands welcome?
    Ed Schipul, Creative Commons (2009) ©
CASE STUDY

Our/Vodka: drink the spirit of your neighbourhood

Our/Vodka is a spirits brand from Pernod Ricard that's distilled in select cities and made by local producers. But how can the same company that produces 11.3 million cases of Absolut sit alongside indie distilleries? And are people willing to buy ‘local’ from a global giant?