FRANCE. Ukrainian vodka specialist Nemiroff has unveiled a ‘Freedom to Be’ approach with its latest expression, LEX. LEX by Nemiroff debuted at a rooftop event at the JW Marriott Cannes during the ongoing TFWA World Exhibition.
The ultra-premium expression aims to “reimage vodka for the modern generation” and its official launch was a testament to a vision that “challenges convention and liberates the spirit”.
Nemiroff CEO Yuriy Sorochynskiy told The Moodie Davitt Report: “We present today our ultra-premium vodka to our partners in duty free worldwide. This is a masterpiece of our experience: Nemiroff has more than 150 years of vodka production history in Ukraine.
“A while back, we decided to present something that will change the perception of vodka for consumers. LEX by Nemirov is our present to the world.”
Upon entering the launch event, guests were greeted by a display of reflective silver spheres. These created distorted reflections of the surroundings, turning the rooftop into an interactive journey with each angle offering a different perspective.
In the centre of the space, mirrored towers were set up to create a kaleidoscope effect reflecting the surrounding landscape.
On Location: In a special interview with The Moodie Davitt Report Owner & Chairman Martin Moodie at Cannes, Nemiroff CEO Yuriy Sorochynskiy discusses the launch of LEX by Nemiroff, an ultra-premium vodka with a distinctive concept and packaging that symbolises Ukraine’s indomitable spirit and its fight for freedom. The brand aims to offer travellers an exceptional experience in the duty free market, reflecting its resilience and ambition.
The event atmosphere, crafted by a Ukrainian art director, embraced fresh perspectives, showcasing how a change of scenery can transform one’s outlook. The concept celebrated Ukraine’s cultural heritage by incorporating elements reminiscent of the brand’s roots.
The highlight of the evening was a performance by Ukrainian singer-songwriter Maryna Krut. The renowned artist combines the soul genre with the traditional Ukrainian string instrument, bandura.
Nemiroff Chief Marketing Officer Mykola Takzey commented on the launch: “LEX by Nemiroff has successfully shattered preconceptions and proved that nothing is set in stone when it comes to vodka.
“As the brand shows, perspective is everything. With the LEX by Nemiroff way of looking at things, the overly simplistic becomes a source of fabulous inspiration.” ✈
