42 Below
42 Below is named due to New Zealand, its country of origin, lying on the 42nd parallel, its marketing centres on its location and the purity of the spring water used.
It was created in 1996 by Geoff Ross who first started distilling in his garage with a still his wife bought him. (They are allowed to do that kind of thing there.) Hooked, he made the move from the advertising industry to set up his 42 Below vodka brand and sold the first bottling in 1999. In December 2006 Geoff received a very lucrative buyout deal from Bacardi. Although Geoff originally made 42 Below in small pot still, it is now distilled from GM-free wheat using a four column distillation process.
