Dean Phillips, the man who created the luxury vodka category by introducing Belvedere and Chopin to world, had a new vision: He wanted to create the world’s first organic vodka. 

There was just one problem…

At the time, the mass market still equated ‘organic’ with crunchy, granola wellness junkies. Beyond the social stigma, vodka wasn’t exactly considered healthy to begin with. Our challenge was simple: How can we make vodka a justifiable indulgence?

Our creative insight was born from the organic vodka’s provenance: we invited the world to let the untamed spirit of the prairie — the source of the Minnesota-based vodka’s organic grain — into their lives, proving that a brand can be both organic and have a wild side. 

The Prairie Vodka work received numerous awards and recognition for its identity, packaging, advertising and website. Most notably, it won “Best Overall Design” and “Best Package of Show” when debuted at the Los Angeles International Wine & Spirit Awards.

More importantly, consumers loved it. 

In fact, Prairie has been so successful in terms of sales that it became the master brand for a nationally distributed portfolio of spirits produced by Phillips.