Opportunity: Considered a ‘secret booze’, Vodka was historically classified as a neutral spirit lacking in distinct flavors or aroma. When the Alcohol and Tobacco Tax and Trade Bureau opened a public consultation around the long standing federal definition of Vodka in 2018, many vodka makers noted not all vodkas taste the same. Forcing the conversation around ingredients, flavor profiles, characteristics, aromas these product attributes were in the public eye for the first time, expanding the playing field.
No longer a neutral spirit, Vodka had reached an inflection point, paving the way for new additives and features.
Strategic Approach: Working as joint venture partners, our team was tasked with launching Velo as an active, charismatic spirit for an enhanced experience.
Together, we presented Velo as the premium Vodka, championing the ambitious and celebrating the driven. Uniquely positioned at the intersection of a $150B global spirits market and the $4.5T wellness economy, Velo is a vodka with cutting edge innovation. Targeting mostly affluent millennial men and women, Velo Vodka is about celebrating the hard earned successes in life and the drive to continue onto the next horizon.
Solution: Vodka for Tomorrow
We created a sophisticated and contemporary, high end brand identity and design system extended across packaging, labeling, merchandising, on premise and at retail, web, social, and in club activations. Successfully sold through to major alcohol and beverage distributor, Martignetti, as the first Vodka they had represented since Tito’s in the early 2000’s, Velo is available for purchase in retail outlets across Massachusetts.
