A long time ago, in a galaxy far far away… Well, miles from Europe anyway – which is where most of the world’s best vodka was coming from at the time – a kiwi guy called Geoff Ross had an idea. He decided that a super pure country like New Zealand would be a better place to make a super pure vodka. The year was 1999 and Y2K made us scared of technology. That thing you’re using to read this right now.
At the time, Geoff’s big idea was a little naïve (borderline bloody stupid), had he known how hard it would be distilling premium vodka in New Zealand. But luckily, he did it anyway. In his garage. And soon 42BELOW™ was being sold to his mates. Then in some bars. Then all over New Zealand. So, Geoff quit his job and went vodka full time.