Amid the romance of wine, the sophistication of whiskey and the mystique of mescal, vodka had become a bit forgotten. People started to think it's just a boring, invisible, uninteresting ingredient that just — at best — “does the job.” We needed to remind people that it’s the most versatile, easy-going and up-for-anything spirit that gets along with everyone. Bourbon is for thinking. Whiskey is for business. But vodka? Vodka is for something bigger: Vodka is for fun.