Campaign details

Brand: Hangar 1 Fog Point
Advertiser: Proximo Spirits
Lead agency: ACHE

Effie awards category context

How does a local Alameda, CA, craft vodka brand break through the saturated spirits market in the U.S., in the middle of the state's worst drought in history

With a low budget and the goal of positioning itself as a local vodka, Hangar 1 found opportunity within adversity, using the Bay Area's most representative icon to create the first liqueur made from fog: Hangar 1 Fog Point.

Incredible awareness rates, millions of impressions on broadcast and social media, and billions of dollars in ROI were generated by this foggy vodka.

State of the marketplace and brand's business

The U.S. is the second largest vodka consumer in the world (613.8 million liters in 2015), which represented 5.8 billion USD2 in income from local vodka production in California (25.4%), Florida (16.7%), New York (13.4%), Texas (12.2%), Illinois (8.6%), among others. 3