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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?

Location Global

Scope
Craft beer is an established phenomenon, accounting for 15.6 million barrels of beer sold in the US alone. [1] But could craft spirits be catching up? Vodka is the world’s second-largest spirits category, and accounts for 30% of all spirits sold in the US. [2] While the word ‘craft’ conjures up images of painstakingly handmade creations, there's a worry that what was once a sign of indie-ness has become nothing more than a branding strategy.

The 'craft' aesthetic is an invaluable stamp of authenticity and coolness. So it’s no surprise that global ...

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