From the cloud-white, kiln-fired label to the long, cool depth of the glass bottle, from the purest water in the world to the cleanest environment as its home, everything about 42 Below is purity, it is no wonder its story is too. A garage in Wellington, New Zealand, a long white cloud and one mans idea. Geoff Ross has always been a vodka fan, and still is, only now there is only one he drinks, 42 Below. Vodka is based on one simple principle - purity. Pure ingredients, pure distillation and a pure environment - things that New Zealand can proudly boast. 1996, and Ross had a moment of clarity. There was no reason why New Zealand could not produce a world-class vodka from its own resources. So he bought a still, did his research, and took the first steps in developing what is now an international award-winning vodka brand. With no experience but a whole lot of passion, 42 Below began in the Ross family garage, through trial and error and not a little taste testing. 3 years later, and the formula was perfected. A distiller with over 20 years experience was employed to iron out the creases in an otherwise flawless recipe, a water source with the highest purity rating available was found and a birthday gift of a GPS receiver provided the name, 42 Below - New Zealand position on the Global Positioning System.