Issue link: https://digital.copcomm.com/i/1025306
september 2018 / the tasting panel / 95 Beyond the Need for Glitz: RÅVO Vodka has begun to shed its old stigma in the eyes of the consumer. No longer is the category doomed to exist as a covered-up base as artificial flavors reign supreme on the shelf; instead, today's consumers seek a vodka brand they can appreciate without masking it with other ingredients. One such brand is Råvo ($22), an exceptional vodka from a distillery in the Swedish town of Lidköping, located in the country's rural Västergötland province. The distillery uses natural spring water and winter wheat from the region to create a straightforward, quality spirit: With a name inspired by the Swedish words for "raw" and "vodka," Råvo is both gluten-free and kosher. Unsatisfied with flashy marketing, modern consumers are also drawn to expres- sions that offer both quality and value. They see right through gimmicky campaigns and will avoid brands that seem like they're attempting to distract from a product's lack of quality. After all, marketing doesn't add much to the taste profile of a spirit. Råvo's parent company, MNM Spirits, wanted the vodka to be able to speak for itself, so the creators of the expression decided on a simple design for the bottle while opting to forego any superficial marketing strategies. By choosing to be more authentic and transparent in its approach, Råvo has been able to focus on what truly matters: the quality of its vodka, enabling the brand to offer a superior spirit at an affordable price point. In a world filled with complications and overstimulation, let your customers revel in the straightforward nature and value of Råvo.