NEFT Vodka CEO Jeff Mahony shares lessons on risk, storytelling, and sustainability in brand success.

NEFT Vodka has activated at over 15 events since sponsoring the Racing Bulls F1 team. This year's Miami GP represented its largest activation in the motorsport to date.

Vodka is probably unique in the world of alcohol in that the more tasteless a variety is, the more likely it is to appeal to fans. Imagine saying the same for Scotch or, say, mezcal?

Sold in white or black barrels that look more like camping gear than vodka packaging, this Austrian rye spirit is more than the gimmick it might seem at first glance. Distilled from four types of non-GMO rye and spring water from the Alps, it delivers clean, characterful flavor with a slightly oily texture.