Global recipe; local taste. That’s the formula behind Pernod Ricard’s brand ‘Our/Vodka’. And it seems to be working a dream.
After launching in Berlin, Our/Vodka has just found its way to American soil, starting with Our/Detroit. The idea is simple: fund local micro-distilleries and give local entrepreneurs the freedom to make the brand their own.
The recipe for the vodka stays the same, as do the small bottles, iconic black and white labels and crown caps. But distilleries are free to use local ingredients from suppliers of their choosing, and make their own decisions about marketing.
Distilleries are planned for New York and Los Angeles next year, and Seattle in October. Could this be the future of global branding?