Issue link: http://digital.copcomm.com/i/1004126
july 2018 / the tasting panel / 125 Keeping It Simple: Råvo T he people of Sweden are masters at minimalism in every- thing they do. Their design, fashion, and general way of life revolves around keeping things simple and balanced by focusing on quality above quantity. When it comes to the art of spirit-making, the makers of Råvo ($22) maintain this passion for the uncomplicated and direct. Named for a combination of the Swedish words for "raw" and "vodka," Råvo is produced in the rural province of Västergötland. This region of the country harbors natural spring water and endless fields of winter wheat, making it the perfect source for this vodka. The company's straightforward approach to the spirit itself, as well as the design of the bottle and its marketing strategies, allows it to produce more than just an incredible vodka: It enables it to sell Råvo at a very affordable price point. The choice to forgo the frills to offer an approachable spirit comes at a time when the super-premium vodka category is losing steam and consumers are asking for value and transparency over the unnecessary embellishments of other brands. If your customers seek a high-quality vodka outside of the mainstream, Råvo is just the right expression to have behind the bar. PALM BAY INTERNATIONAL