In this biz you’re always looking for the story to tell. And how to tell it so people remember it. Sometimes you have to dig deep for a brand’s plotline and other times it comes flowing out like liquid, hot, magma. Now watch this segue...and speaking of magma and stories, we just won a new piece of business. Reyka Vodka. And Reyka has quite a story to tell... and of course it involves magma. Well, it involves lava rocks, which is what liquid hot magma is when it isn’t liquid and hot anymore.
To find out about Reyka we took a little field trip to Iceland.
Reyka was born there and is exclusively distilled in a small town about an hour’s drive from Reykjavik. On our trip we found glaciers. Volcanoes. Lots of sheep and goats. Really nice people. Lots of woolen hats with ear flappy things. Northern Lights. Stunning, treeless, windblown landscapes. And Bjork. (actually we didn’t find Bjork, but she’s a famous Icelander and her name is funny to say in a sentence. Bjork. Bjork. Bjork.) And all of those things we found, play strongly into the story of Reyka Vodka.
We discovered that you develop a unique perspective on the world when you’re surrounded by a landscape that could kill you or thrill you at any given moment.
For that reason, people from Iceland are a creative and resourceful bunch. And lucky for the world and fine spirit lovers everywhere, our new friends applied those characteristics to the job of vodka making. They use lava rocks as a filtration system (we weren’t lying about the magma thing) and they built a special still called a Carter-Head Still that actually looks like a giant piece of drug paraphernalia (the reason we know this is we once watched a movie called Pineapple Express, which had many depictions of such paraphernalia) but it has nothing to do with smoking and everything to do with transmogrifying glacier water and grain into really tasty vodka.
There was a lot more to our journey, like a night drive to see the Northern Lights that felt like something out of Jurassic Park. And a cocktail that came in vacuum-packed plastic pouches with a straw attached (sort of like an adult Capri Sun juice pack). And we met our new partners from the UK, Colombia, Sweden, US and Iceland. They were all excited and very nice. We saw hipster haunts and charming, cozy hangouts. We listened to great music. And there were Puffins…sort of adorable miniature penguins. Then we saw the sun rise over the completely frozen ocean from the plane as we flew home. You can see, there’s really quite a story there for the telling. And we’re going to begin doing that straight away…starting this April. Oh, we’ll also be drinking some Reyka now and again. And again and now.