EFFEN(R) Vodka "Finds Inspiration" Through a Chic Partnership With Award Winning Fashion Designer Richard Chai
Super-Premium Vodka Announces Innovative 2012 Fashion Collaboration in Style
(firmenpresse) - DEERFIELD, IL -- (Marketwire) -- 03/22/12 -- EFFEN® Vodka is excited to announce its partnership with top American fashion designer and Council of Fashion Designers of America (CFDA) award winner, Richard Chai, further emphasizing the brand's strong foundation within the fashion and design community.
EFFEN's collaboration with Chai comes to fruition this week with the unveiling of the EFFEN Vodka installation for the DIFFA: Design Industries Foundation Fighting AIDS 15th annual DINING BY DESIGN tour. This event brings together some of the most talented and celebrated individuals in the worlds of fashion, interior design, art, and architecture to create spectacular, over-the-top dining environments.
Chai worked with EFFEN, a Super-Premium vodka rooted in design, to develop DIFFA's first-ever standalone bar-lounge installation, which was inspired by the sleek, design centric sensibilities of the EFFEN bottle.
"Fashion and design are in EFFEN Vodka's DNA, which is why we have consistently aligned ourselves with the best partners within these industries," said Kim Washington, Senior Director of Vodkas for Beam Inc. "Our collaboration with Richard Chai is no exception. His work is both visually appealing and functional -- similar to EFFEN."
Chai's EFFEN inspired DIFFA installation combines cool modernity with handcrafted, natural elements. Curved silhouettes, evocative of the EFFEN bottle, are featured throughout the space along with a modern bar and sculptural centerpiece serving as the focal point. Sleek seating areas are also included to provide guests with an engaging atmosphere when enjoying the tour's signature EFFEN cocktails.
"I'm thrilled to have the opportunity to work with a brand so engrained in the design community," said Richard Chai. "I couldn't think of a better way to kick off our partnership than by supporting a worthy cause and designing the EFFEN Vodka installation. I easily found inspiration in EFFEN's handcrafted bottle design and modern look, which allowed me to create a space that not only represents the brand, but also includes elements of my own aesthetic."
Celebrated by the fashion industry for his sophisticated elegance, modern sensibility and unmatched craftsmanship, Richard Chai aligns with the values and aesthetic that EFFEN Vodka is also known for in the spirits category. He is a New York based men's and women's wear designer who launched his namesake brand in September 2004 and his menswear collection in June 2008 during Paris Fashion Week. In June 2010, Chai was named Swarovski® Menswear Designer of the Year at the 2010 CFDA Fashion Awards and a finalist for GQ/CFDA's Best New Men's Designer in America.
DIFFA's 15th annual DINING BY DESIGN kicks off in New York City with events running concurrently with the Architectural Digest Home Design Show at Pier 94, Thursday, March 22nd through Monday, March 26th. The tour will then travel across the United States throughout 2012, raising money for HIV/AIDS service and education programs.
EFFEN Vodka continues to play an integral role within the design community through a variety of partnerships and sponsorships, including its involvement in DIFFA and Art of Design™ -- EFFEN's unique series of events held throughout the country that bring together the best in local art, fashion and mixology. EFFEN's commitment to design extends across multiple marketing platforms through its latest advertising campaign, which features up-and-coming designers across fashion, furniture and graphic design. The EFFEN "Inspired by Design" campaign will run in print and digital channels beginning in April 2012.
For more information on EFFEN Vodka, please visit .
EFFEN Vodka is a Super-Premium vodka whose name means smooth, even and balanced in Dutch. It is made from 100% premium wheat, which results in a silky, smooth liquid and the best vodka you can buy. As the only vodka created by bartenders for bartenders, EFFEN offers not only a world-class liquid but a sleek, form-meets-function design featuring a unique, handcrafted, latex sleeve that allows for easy, non-slip handling and insulation to keep the liquid chilled and bartenders' hands warm. Never mass-produced, the sleeve is carefully hand-affixed to each bottle, further demonstrating EFFEN's commitment to providing a Super-Premium vodka with a handcrafted, modern design. The EFFEN line includes EFFEN® Vodka, EFFEN® Cucumber Vodka, EFFEN® Black Cherry Vodka and EFFEN® Dutch Raspberry Vodka. EFFEN is sold worldwide and is available in 50ml, 375ml, 750ml and 1.75L bottles.
As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Kilbeggan Irish Whiskey, Laphroaig Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, Whisky DYC, DeKuyper Cordials, and Skinnygirl Cocktails. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,200 passionate associates worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter cases and some of the industry's fastest growing innovations. Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit and .
DIFFA: Design Industries Foundation Fighting AIDS is one of the largest funders of HIV/AIDS service and education programs in the United States. Since being founded in 1984, DIFFA has mobilized the immense resources of the design communities to provide over $40 million to hundreds of AIDS service organizations nationwide. For more than 27 years, DIFFA has been one of the country's largest supporters of both direct care for people living with AIDS and preventative education for those at risk.
For more information visit .
drink smart®
EFFEN Vodka, 100% neutral spirits distilled from wheat grain, 40% alc./vol. (80 proof) and Black Cherry, Dutch Raspberry and Cucumber Flavored Vodkas, 37.5% alc./vol. (75 proof)
All trademarks are the property of their respective owners. © 2012 EFFEN Import Company, Deerfield, IL
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Datum: 22.03.2012 - 08:05 Uhr
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