Creative agency Bob the Robot has collaborated with Koskenkorva Vodka and the Baltic Sea Action Group to create the world’s first vodka made entirely from regeneratively farmed barley – meaning it helps to reduce the amount of CO2 in the atmosphere.
The creation of the new product is part of Koskenkorva’s wider purpose to become the world’s most sustainable vodka brand. The concept was proposed by Bob the Robot, as part of its long term partnership with Koskenkorva, which led to a bigger collaboration with Altia, the parent company behind Koskenkorva, who were already working with Baltic Sea Action Group (BSAG) on carbon farming initiatives.
Bob the Robot, Koskenkorva and BSAG then joined forces with Altia famer Jari Eerola to develop the world’s first vodka dedicated to fighting climate change, in a project that took over two years to bring to market.
Following the initial launch in the Nordics, Koskenkorva Vodka Climate Action will be available to purchase in the UK and select markets across Europe including Spain, Italy and Germany for the first time.
The barley used to make the new vodka has been farmed according to the definition of regenerative farming set out by BSAG’s Carbon Action platform. Regenerative farming draws CO2 from the atmosphere and stores it into the ground. At the same time, regenerative farming improves biodiversity, prevents eutrophication, uses less water and gives better yields. If all the farmers in the world transitioned to regenerative farming, 322 billion tons of CO2 could be removed from the atmosphere; 10 times as much as the world’s annual emissions.
“We don’t want to do our work at the expense of our planet. Sustainable barley farming is one of the ways we aim to honour this goal, as barley cultivation is one of the major factors contributing to the carbon footprint of our products. Our collaboration with BSAG has given us access to the most up-to-date research findings and best practices,” says Pekka Tennilä, CEO of Altia.
Paul Merisalu, Senior Creative at Bob The Robot added: “Like is the case with so many other success stories in advertising, there wasn’t a straight answer to the original brief which was to communicate the facts behind Koskenkorva Vodka’s sustainability efforts.We wanted to show the impact of regenerative farming, scaling the knowledge to other farmers and making a real world impact. Koskenkorva, Altia and the Baltic Sea Action Group have been making strides forward in the carbon farming space and we’re proud to be a part of this latest achievement.”
To support the launch of Koskenkorva Vodka Climate Action across Europe, Bob the Robot has also developed various film assets detailing the process of creating the vodka, which will run across digital and social channels.
“Koskenkorva Vodka Climate Action is an important innovation for us, because it takes the brand another step closer to its goal of being the world’s most sustainable vodka. We want to provide consumers with more sustainable choices and show how we can create inspiring brand experiences while also protecting our planet”, says Suvi Reinikkala, Marketing Director of Spirits at Altia.
Altia, the company behind Koskenkorva Vodka, launched an ambitious sustainability roadmap at the end of 2019. As a major buyer of barley in Finland, Altia is working together with BSAG to have all of the company’s contract farmers trained by 2025.
Source: Bob the Robot