Ukrainian vodka producer Nemiroff has unveiled its ‘Freedom to Be’ campaign for its LEX by Nemiroff brand at a launch event at the JW Marriott in Cannes.

The event, which took place alongside the TFWA World Exhibition last week, is said to reimagine vodka for a modern generation of drinkers. 

With LEX by Nemiroff, the brand is said to have created “the ultimate ultra-premium vodka without any preconceptions”.

The event environment was crafted by a Ukrainian art director. On arrival, guests were greeted by a display of giant spheres made from a mirrored material. They were designed to captivate and distort the surroundings – or provide a new perspective. 

Mirrored towers were at the heart of the space, positioned to create an ‘illusionary’, ‘mesmerising’ world. 

Nemiroff ‘Freedom to Be’: Shattering preconceptions

The launch also celebrated Ukraine’s cultural heritage, with reminders of the country spread throughout the rooftop venue. 

A highlight of the evening was a performance by Ukranian single Maryna Krut. Described as a “musical innovator”, she blends the soul genre with traditional Ukrainian string instrument the bandura. 

“LEX by Nemiroff has successfully shattered preconceptions and proved that nothing is set in stone when it comes to vodka,” said Mykola Takzey, CMO at Nemiroff. 

“As the brand shows, perspective is everything, and with the LEX by Nemiroff way of looking at things, the overly simplistic becomes a source of fabulous inspiration”.

Takzey joined Nemiroff as CEO earlier this year. At the time of his appointment, he acknowledged that the vodka market is always changing. 

“By embracing pragmatism and courage to challenge the status quo, agile thinking, and a laser focus on consumer needs, we aim to turn challenges into stepping stones for growth,” he said.

In May 2023, Nemiroff announced a new partnership with Tallink to enhance its travel retail presence and push into the cruise-ferry channel.