As a new challenger brand, there was an opportunity to disrupt a sector dominated by Russia. 'Exceptional vodka. English Style' allowed us to do this, and more, with dry English wit.

This helped Renaissance establish credibility in a category where Eastern European provenance often defines quality – and communicated a clear point of difference to influencers and mixologists.

It also secured further funding and distribution, including becoming the official vodka of Norwich City FC (with all associated Delia Smith hospitality opportunities). ​