42 Below

42 Below is a brand of vodka from New Zealand. It is marketed by 42 Below Limited, which is owned by the New Zealand subsidiary of Bacardi Limited. The product is available in assorted flavours, including feijoa, mānuka honey, passionfruit, and kiwifruit.

History

42 Below vodka was launched in 1998.[1] In 2005, 42 Below Limited was the fastest-growing company in New Zealand, as judged by the Deloitte/Unlimited Fast 50.[2]

42 Below Limited undertook an initial public offer of shares and warrants in 2003.[3] The shares and warrants were quoted on the NZSX market, operated by New Zealand Exchange Limited (NZX).

On 27 September 2006, 42 Below Limited received a takeover offer from Bacardi Limited at 77 cents per share. This placed the company value at NZ$138 million. The takeover received over 90% shareholder acceptance of the offer.[1] As of 2014, 42 Below Limited is a wholly owned member of the Bacardi group. Barcardi Limited is the largest privately held, family-owned spirits company in the world.[4]

The vodka was introduced to the United States market in 2006, focused on New York, Los Angeles, and Austin.

Vodka

42 Below used to be slightly stronger than most other vodkas (84 proof). It uses a process that is closest to the grain (wheat) based vodka of Scandinavia. 42 Below is made from wheat free of genetic engineering. The alcoholic content is now reduced to meet government tax levels, so gets a lower tax, hence allowing it compete with other big brands. The name refers to the 42nd parallel south, a line of latitude that passes through New Zealand where it is produced, and also to its 42% alcohol content.

42 Below flavours include feijoa, passionfruit, kiwifruit, and mānuka honey.[5]

Other brands

South gin is an associated brand of gin marketed by 42 Below Limited. South gin is flavoured with juniper berries, lemon, orange, coriander seeds, angelica leaves, orris, gentian root, and two New Zealand natives, kawakawa leaves and manuka berries.[6][7]

42 Below Limited also produces Seven Tiki rum and Tahiti dark rum, and "420" bottled spring water, the water used to make 42 Below vodka.

References

  1. 1 2 "Bacardi offer for 42 Below accepted". TVNZ. One News. 14 December 2006. Retrieved 24 April 2014.
  2. ↑ "42 Below tops new Deloitte/Unlimited Fast 50". The National Business Review. 21 October 2005. Retrieved 24 April 2014.
  3. ↑ Hunter, Tim (20 October 2012). "Craft brewer aims big, but likely to be swallowed". Stuff. Fairfax NZ News. Retrieved 24 April 2014. When 42 Below raised $15.5m in its October 2003 IPO, it had revenue of just $504,000 for the 11 months to March 2003, producing a loss of $589,000.
  4. ↑ "42 Below gets takeover offer from Bacardi". New Zealand Herald. New Zealand Press Association. 27 September 2006. Retrieved 24 April 2014.
  5. ↑ Graham, Colleen. "42 Below Flavored Vodkas — Manuka Honey and Kiwi". About.com. Retrieved 24 April 2014.
  6. ↑ "Top 10 Gin Brands". Top 100 Arena. 12 June 2012. Retrieved 24 April 2014.
  7. ↑ "Best Gin Brands". Gin Wisdom. Retrieved 24 April 2014.

External links

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