Nemiroff encourages ‘freedom to be’ ethos

Ukrainian brand Nemiroff has shared the philosophy for its new Lex vodka: ‘freedom to be’.

The philosophy represents the brand’s aim to reimagine the spirit for a ‘modern generation of drinkers’, as well as its vision of creating the ‘ultimate’ ultra-premium vodka without any preconceptions.

Taking place on the rooftop of the JW Marriott in Cannes during the Tax Free World Association’s (TFWA) travel retail conference, the launch event was designed by a Ukrainian art director and also looked to celebrate Ukraine’s culture with little reminders of the country dotted throughout the space.

The event’s design was said to embody Lex by Nemiroff’s core concept: ‘freedom to perceiving the world from a unique perspective’.

Mykola Takzey, CMO at Nemiroff, said: “Lex by Nemiroff has successfully shattered preconceptions and proved that nothing is set in stone when it comes to vodka.

”As the brand shows, perspective is everything, and with the Lex by Nemiroff way of looking at things, the overly simplistic becomes a source of fabulous inspiration.”

At the launch event, attendees were greeted by a display of ‘gigantic’ spheres, made from mirrored material, that were intended to transform the space into an ‘interactive journey where every angle offered a new perspective’ – while mirrored towers gave the impression of an ‘illusionary world’.

Ukrainian singer, Maryna Krut, was also on hand to give a special performance with a bandura – a traditional Ukrainian string instrument.

Bottled at 40% ABV, the vodka is priced at RRP €80 (US$70) per one-litre bottle

Nemiroff harbours ambitions of becoming a top-five premium vodka, and in September, we spoke with recently appointed CMO Mykola Takzey about his plans for the brand.