Additionally, 42 Below Vodka is filtered seven times through charcoal; most vodkas are only filtered three to five times. This gives the vodka a much smoother taste that goes down easy.

Feijoa plans to target the higher class youth market consisting of high-end nightclubs, hotels, and restaurants plus the demographic that frequents these enterprises: youthful professionals, younger professional people, and others with an prosperous standard of living. Feijoa Vodka’s environmental scan has determined that Feijoa has a number of competitive advantages over brands in the NZ flavoured vodka market. As a quality brand, it surpasses vodka in the lower and mid price ranges. Its major competition in the mid price category is Absolut but Feijoa has a unique filtering process with distinctive and pure NZ ingredients and it has 2% more alcohol content than Absolut.

In the company's first year or so, there were many cynics who said New Zealand could not make vodka. Below has hired “the vodka professor” and his job involves going around the world running sessions called “vodka university” (The Director, 2008). They mix and match all vodkas and mixers from all over the world with bar-people and this process is what they classify as research.

Silvia Lagnado, Jacques Croisetière, Stefan Bomhard, Caroline Basyn, Robert Furniss-Roe, Jon Grey, Paolo Perego, Eduardo Sánchez, Siddik Tetík and Atul Vora make up the rest of the members of Bacardi’s Leadership Team.

Our vision at Lake Hawea is to lead New Zealand farming into a carbon-positive, biodiversity-rich, profitable future… and we hope to become an exemplar for farming profitability while putting carbon, biodiversity, water, staff, animal welfare, ecological restoration and protection at the forefront of everything we do," says Justine.