Our/Vodka ‘not for sale’, says founder
The founder of ‘glocal’ concept Our/Vodka has emphasised the brand is “not for sale” following the announcement of a UK distribution agreement outside of parent firm Pernod Ricard’s network.
The Our/Vodka concept is “not for sale”
Hi-Spirits will now distribute the Our/London edition in the on- and off-trade across the country.
“Our/Vodka has always been run as a startup outside the Pernod Ricard network,” Åsa Caap, founder & CEO of Our/Vodka, told The Spirits Business. We have talked to all suitable distributors on the UK market, including Pernod Ricard UK. The common conclusion was that Hi-Spirits is the best fit for Our/Vodka.
“Our/Vodka is run as a startup and is therefore differentiated from the Pernod Ricard business structure in many ways,” she continued.
“The local Our/Vodka distilleries that we build are run by local entrepreneurs who we share profit with. These local teams oversee production, marketing, sales and distribution for their local Our/Vodka version. When it is time to find a suitable local distributor we, the local partner and the local Pernod Ricard affiliate agree on the most suitable set-up. For Our/Berlin, Our/London, Our/Detroit, Our/Amsterdam and Our/Los Angeles we have agreed to distribute with independent distributors. For all other markets, we will decide when we get there.
“Our/Vodka is not for sale.”
The Our/London microdistillery is based in East London and is currently available through retailers Selfridges, Fenwick’s, Harvey Nichols and Amazon; drinks specialists The Whisky Exchange, Master of Malt and 31 Dover; and on-trade operators Cosy Club, Bistrotheque and Balans Soho Society.
Speaking on the distribution agreement, Dan Bolton, managing director of Hi-Spirits, said: “Our distribution expertise will make this authentic, premium vodka much more widely available. Our/London taps into long-term trends in both the on- and off-trade for premiumisation, authenticity and provenance and consumer’s increasing preference for quality over quantity when enjoying drinks.
“The Our/London and Hi-Spirits teams are a great fit and we are excited to work together to increase the brand’s distribution both in London and the wider UK market. By adding Our/London to our portfolio alongside Tito’s Handmade Vodka and Moskovskaya, we’re expanding and differentiating the choice for operators when planning a vodka range.”
Hi-Spirits has been a rumoured Sazerac acquisition for some time, and distributes a number of the US-based drinks group’s brands including Southern Comfort and Buffalo Trace Bourbon.
Last week, Our/Vodka confirmed it had closed its Seattle distillery, with Caap describing the move as a “tough decision”.
