42 Below

A long time ago, in a galaxy far far away… Well, miles from Europe anyway – which is where most of the world’s best vodka was coming from at the time – a kiwi guy called Geoff Ross had an idea. He decided that a super pure country like New Zealand would be a better place to make a super pure vodka. The year was 1999 and Y2K made us scared of technology. That thing you’re using to read this right now.
At the time, Geoff’s big idea was a little naïve (borderline bloody stupid), had he known how hard it would be distilling premium vodka in NZ.
But luckily, he did it anyway. In his garage.
And soon 42BELOW™ was being sold to his mates. Then in some bars. Then all over New Zealand.
So, Geoff quit his job and went vodka full time.
Next, he made some ads, and these ads started to annoy a lot of famous people – mainly the French. And that just made everyone else love them even more.
But it wasn’t just the marketing that made 42BELOW™ famous. The product itself was actually pretty bloody good.
So just for a laugh, Geoff started entering it into some fancy booze competitions around the world.
And 42BELOW™ started winning them. Boat loads of them. Which those snobby European vodkas didn’t like very much.
A long time ago, in a galaxy far far away… Well, miles from Europe anyway – which is where most of the world’s best vodka was coming from at the time – a kiwi guy called Geoff Ross had an idea. He decided that a super pure country like New Zealand would be a better place to make a super pure vodka. The year was 1999 and Y2K made us scared of technology. That thing you’re using to read this right now.
At the time, Geoff’s big idea was a little naïve (borderline bloody stupid), had he known how hard it would be distilling premium vodka in NZ.
But luckily, he did it anyway. In his garage.
And soon 42BELOW™ was being sold to his mates. Then in some bars. Then all over New Zealand.
So, Geoff quit his job and went vodka full time.
Next, he made some ads, and these ads started to annoy a lot of famous people – mainly the French. And that just made everyone else love them even more.
But it wasn’t just the marketing that made 42BELOW™ famous. The product itself was actually pretty bloody good.
So just for a laugh, Geoff started entering it into some fancy booze competitions around the world.
And 42BELOW™ started winning them. Boat loads of them. Which those snobby European vodkas didn’t like very much.