Wellness Vodka – Selling Hard Liquor to Millennials

  • Wellbeing – a sense of mental and physical comfort – is a trending international consumer need, especially sought by the millennials.
  • In that experience, alcohol would play a supportive role of a facilitator. It’s not about drinking vodka, but the state of mind that drinking the “right” product calls into being; in the right environment.


Wellness Vodka – The Environment

  • Key to the space would be a library of about a thousand paperback books. Classical and modern, international, in a variety of languages to stress the concept’s cosmopolitan DNA and accommodate guests from across the network. No contemporary magazines, only books – the environment is not about fast pace and latest news.
  • Comfortable and versatile furniture would allow one to meditate, work on a laptop and have a drink – as a linear experience, without standing up, within 30 minutes.


Global Citizenship & Tech

Products would not be organised by brand or other traditional criteria, irrelevant to laymen. Instead, the organisation would be intuitive: smooth – to – harsh.

The milestones would either be verbalised (e.g. mild to harsh) or illustrated (e.g. white dandelion to ruby rose).

The lounge would also recommend book/drink pairings with books ranging from The Importance of Being Earnest (mild) to Ulysses (harsh).

Membership would be global. Members of foreign branches would have a temporary discount of 20% to encourage people to visit branches abroad and strengthen the spirit of a global community. 

Membership would come with a choice of membership tokens – a card, a key ring, a bracelet.

RFID enabled, tokens would help the lounge app keep track of products consumed and books opened. The tokens would also enable contactless payment.

Members would be able to buy bottles of product on the spot or single-click order them in-app for express home delivery.

Should two tokens come into physical contact, the owners would be prompted to confirm the premeditated nature of the contact (in-app) and (upon confirmation) instantly share contact details.

Members would have the opportunity to opt in and customise a newsletter – with cross-brand stories and news. This would not be sent out by default.

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