|From the cloud-white, kiln-fired label to the long, cool depth of the glass bottle, from the purest water in the world to the cleanest environment as its home, everything about 42 Below is purity, it is no wonder its story is too. |
A garage in Wellington, New Zealand, a long white cloud and one mans idea. Geoff Ross has always been a vodka fan, and still is, only now there is only one he drinks, 42 Below.
Vodka is based on one simple principle - purity. Pure ingredients, pure distillation and a pure environment - things that New Zealand can proudly boast.
1996, and Ross had a moment of clarity. There was no reason why New Zealand could not produce a world-class vodka from its own resources. So he bought a still, did his research, and took the first steps in developing what is now an international award-winning vodka brand. With no experience but a whole lot of passion, 42 Below began in the Ross family garage, through trial and error and not a little taste testing.
3 years later, and the formula was perfected. A distiller with over 20 years experience was employed to iron out the creases in an otherwise flawless recipe, a water source with the highest purity rating available was found and a birthday gift of a GPS receiver provided the name, 42 Below - New Zealand position on the Global Positioning System.
42 BELOW makes no bones about being a premium brand. It is priced higher than your average, mass-produced vodka and the company have forsaken the Government Tax Benefits by keeping the vodka at 42% alcohol. This has its rewards, Awards. In 2002 42 BELOW was awarded silver by the worlds toughest judging panel, The Beverage Tasting Institute of Chicago. In 2000 it was judged number two in the world by UK magazine class. In November 2003 The Independent's Sunday Review rated it as one of the top two vodkas in the world in their double blind tasting. It has been enjoyed at some of the biggest Oscar parties, Lord Of The Rings premieres around the globe and at fashion shows in New Zealand, Australia, Canada, the United States and the United Kingdom.
Understandably 42 BELOW is not your average vodka. It blends the smoothness of Polish vodkas with the cleanness of Scandinavian vodkas to achieve a full-bodied, lightly oiled drink that glides silkily over the tongue. It's all in the method, the distillation process at 42 Below extracts the purest liquid from every batch, doing away with any methanol head or sediment tail, leaving only the purest heart of the distillation process that fills every bottle.
It's only right then that 42 Below is not for the average drinker. It has found its loyal fans in the fussiest of bartenders, the most discerning of vodka connoisseurs, and the hippest of cocktail sippers. You won't find 42 Below at every bar, or in every store, but you'll find it at the best. And that is exactly where it should be.
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