Brand
Below
42 Below is a vodka brand from New Zealand, known for a range that includes the 'Pure' expression and flavored variants (e.g. Feijoa, Passionfruit). The brand is recognized for its image tied to the purity of New Zealand water and for international distribution.
- Wellington · Wellington Region · New Zealand
- Since 1999
- 1 product
The story
The brand was created by Geoff Ross in the late 1990s; initial production and the first bottles date to around 1999. After a period of international growth and a public offering, 42 Below was acquired by Bacardi in 2006.
Production philosophy
Positioning around purity and New Zealand identity: the brand emphasizes the use of New Zealand spring water and local ingredients to convey quality and a distinctive origin.
Territory
Origin: New Zealand. Distribution: international market (presence in several countries; the brand is part of Bacardi's portfolio and distributed globally).
Production method
Produced from cereals (primarily wheat according to commercial descriptions) that are fermented; the distillate undergoes multiple distillation passes and filtration stages, then is blended with New Zealand spring water to reach final strength. No ageing processes are reported.
Distillation
Multiple/continuous distillation with successive filtrations (several passes) prior to bottling.
Characteristics
- Type
- Brand
- City
- Wellington
- Categories
- vodka
- premium vodka
- flavoured vodka
- international brand
- Raw materials
- wheat
- New Zealand spring water
- Representative products
- 42 BELOW Pure
- 42 BELOW Feijoa
- 42 BELOW Passionfruit
What makes it distinctive
- Founded by Geoff Ross and launched in the late 1990s.
- New Zealand brand known for communicating the purity of the spring water used in production.
- Range includes the 'Pure' vodka and typical flavored variants (Feijoa, Passionfruit).
- Acquired by Bacardi in 2006 and integrated into its international portfolio.