At this level, the celeb spirits market is undeniably crowded, with sufficient whiskey and agave-based manufacturers to make the common shopper’s head spin. And given the area’s maturity, a large social media following doubtless isn’t sufficient to ensure success. Some—really a handful—of A-lister backed manufacturers do handle to face out on partnerships with main distilleries, distinctive twists on traditional profiles, or genuinely high quality liquid. (The latter technique being probably the most arduous highway to market viability.)
So in a world filled with flavored whiskey and tequila, Jason Momoa’s entry into spirits stands out for what it isn’t: flavored, aged, or infused. In 2023, Momoa and longtime good friend and enterprise associate Blaine Halvorson launched Meili Vodka. The duo believed that in an age of celeb spirits, honing in on the fundamentals is likely to be a surer — if slower — path to success.
In fact, vodka’s simplicity leaves little room for error. The pair spent 5 years narrowing down a water supply earlier than selecting a Montana-based aquifer, wealthy in hint minerals, then partnered with in-state farmers to produce the grain and a neighborhood distiller to make the ultimate product. The result’s a spirit Momoa and Halvorson consider carries character (and sure, taste) that exceeds what folks count on from vodka itself. In truth, their in-person promotions typically embrace blind tastings that pitch tequila-based cocktails versus the identical drinks made with Meili.
Lately, Drinkhacker caught up with Momoa and Haverson to debate the myths and misconceptions surrounding vodka, and why over-filtered water may very well be their spirit’s greatest enemy.
Be aware: This interview has been calmly edited for readability.
Drinkhacker: Jason, are you able to inform us a bit of in regards to the early conversations with Blaine that led to vodka versus one other spirit class?
Jason Momoa: Blaine and I shared this imaginative and prescient of making one thing that wasn’t only a product however a real illustration of our passions and respect for custom. We mentioned numerous spirits, however vodka stood out due to its purity and the craftsmanship required to distill it into one thing distinctive. We have been fascinated by the problem of elevating vodka, a spirit typically underestimated, to a better commonplace of high quality and style. It was about making one thing versatile but distinctive, which may stand by itself or elevate a cocktail.
Drinkhacker: How did you choose the water supply for Meili Vodka? How lengthy did that course of take?
Blaine Halvorson: It took us over 5 years to search out the proper water supply. We traveled the world, testing every new water with our mash—when my father informed us about this “unbelievable spring water” close to the place I grew up. At first, we have been like, “Positive, Dad,” however in the end, we discovered this exceptionally distinctive and complicated water supply, which has turn out to be the muse of Meili’s taste profile. The ethical of this story? Take heed to your dad and mom!
Drinkhacker: Which misconceptions do you most frequently hear in regards to the vodka class?
Jason Momoa: A typical false impression about vodka is that it’s generic, a flavorless spirit. Individuals typically suppose it’s simply there to combine with different flavors, to not be loved by itself. However there’s a world of depth in high-quality vodka – it’s in regards to the texture, the delicate nuances, and the way it’s crafted. With Meili, we’re difficult that notion by showcasing the wealthy palate of flavors and smoothness {that a} finely crafted vodka can supply.
Drinkhacker: Are there particular hint minerals you all worth in your water supply? Any you’re trying to decrease or keep away from?
Blaine Halvorson: Completely. We knew water was very important from the start. We have been trying to find the “unicorn” of water sources—one thing so completely totally different from the usual method that individuals may instantly style the standard. It needed to be pure, residing spring water—and it wasn’t all the identical. We shortly realized that each water’s distinctive minerality alters the flavour profile solely. It’s just like the distinction between recent spring water and ingesting from a backyard hose. We refused to make use of faucet or reverse osmosis water in any capability as a result of they strip out every part that makes water nice.
Drinkhacker: What surprises folks most once you introduce them to Meili?
Jason Momoa: What actually surprises folks is the smoothness and the distinct character of Meili. It breaks their expectations of vodka. They’re typically greatly surprised by the way it stands fantastically by itself and enhances any mixer it’s paired with. It’s not simply one other vodka; it’s a spirit that carries its personal weight in any gathering, which is strictly what we hoped to realize. We love seeing that second of realization on folks’s faces—it’s like they’re rediscovering vodka once more.
Drinkhacker: You talked about you typically do blind tastings, with margaritas made with tequila versus Meili. How did this come about? And in your opinion, which different cocktails finest spotlight the flavour profile?
Blaine Halvorson: We went to a cocktail party with Meili because the featured spirit, the place every bartender constructed cocktails solely utilizing Meili. This received us pondering—and we determined to check the concept extra. Paradoxically, most will desire the model of their favourite beverage with Meili—particularly with fashionable tequila-based cocktails. We all the time suggest you strive it neat—then in your favourite combined drink. We aimed to create the proper versatile sipping spirit that improved any cocktail whereas holding its personal served by itself. A really tall order for vodka.
Drinkhacker: How do you see the vodka class altering within the subsequent decade?
Blaine Halvorson: We would like the world to see vodka for what it was meant to be—that’s why we constructed Meili like this from the start. Our biggest aim is for vodka to be acknowledged as a real standalone spirit.
