Something in the air

By Sophie Holmes 30 : 05 : 2016 Fog Point : Vodka : Regenerative Consumption

San Francisco – Hangar 1 Vodka has worked with conservation group FogQuest to create a sustainably sourced vodka.

The limited-edition blend is 60% fog water and 40% grape-based distillate
Fog catchers were used to harness the key ingredient

Fog Point Vodka, which contains fog caught in San Francisco, serves to highlight the drought crisis in California.

The brand worked with Chris Fogliatti, San Francisco area director at Fog Quest, to create a series of fog catchers – large mesh screens suspended above a trough.

The screens collect water vapour from the air, which forms droplets that run into the trough. Large-scale fog catchers can produce thousands of litres of water each day, even during dry periods.

All profits made from the sales of the vodka will be donated to future conservation projects in California. ‘We are proud of our home in California and our community,’ says Caley Shoemaker, head distiller at Hangar 1 Vodka. ‘Being able to work with these organisations and make something that is sustainable was really important to us.’

The Big Picture

Brands must apply Whole-system Thinking to manage their environmental impact and maximise their sustainability efforts. For more on how brands are using natural resources to shine a spotlight on environmental issues, read our Regenerative Consumption microtrend.