FAIR.'s International Team

FAIR. is happy to introduce you to its team !  Shot by photographer Christian Wilmes, from left to right: Benjamin Roussel (Events Director/Paris), Matthieu Boulas (Sales manager/London), Alexandre Koiransky (CEO and founder) Paul Bungener (Sales Manager/Los Angeles), Benedicte Losson (Office Manager/Paris), Basile de Bure (Marketing Manager/Paris) and Thomas Comet (Intern/Paris). Missing : Jennifer Brunner (SF), Damien Biscarrat (NYC), François Régis Surcin (NYC), Jack Bays (SF).

Photo by Christian Wilmes

Each week a team member will share its vision of FAIR.'s philosophy. Alexandre Koiransky, CEO and Founder of FAIR. Spirits, does the honors.
 

Alexandre Koiransky. Photo by Christian Wilmes

When did you start working on FAIR. ?

Company was created in 2009 and the products were launched in 2010
 

3 words to define FAIR.'s philosophy ?

Farmers / Spirits / Sustainability
 

In which way FAIR. is different from other brands?

FAIR is the first line of socially responsible spirits. 100% of our products are Fairtrade certified. We are paying a 15% premium on all ingredients we are buying to the coops. We are also giving back 2,5% of our revenues to finance local development programs.
 

Your best memory with FAIR. ?

First trip to Bolivia with our partner coop. We lived with the farmers for two weeks, worked in the fields together with them.

A word to define the new packaging ?

Revolution !

Your mantra ? 

My guiding principles in life are to be honest, genuine, thoughtful and caring.

The best place where you drank a FAIR.'s cocktail ?

Ballroom du Beefclub, Paris.

Your favorite cocktail with FAIR. ?

Quinoa Old-Fashioned ! 2oz FAIR. Quinoa Vodka, 1oz Simple syrup, Orange bitter and Cherries.

FAIR. presents its Rum from Belize

When you think of Belize, nothing much comes to mind. The name does indeed suggest a sunny place… But you can hardly place it on a map, can you? Yet this small Central American country, situated South of Mexico, is growing quickly and is well worth discovering. When we decided to launch the FAIR. rum, Flo-Cert (www.flo-cert.com) advised us at once to look into that region. So off we went to meet the sugar cane producers and look for high-quality ingredients. What we saw there was a beautiful country, amazing people, but also alarming poverty. We therefore naturally thought of helping out local producers, making the choice of Belize-produced rum.

Sugar cane makes up for 50% of the country's exports and turns out to be one of the best in the world. It is first transformed into molasses, then distilled in a column at 200°F. Afterwards the rum is aged in bourbon barrels from Kentucky. It is then imported to France, where it is bottled in the region of Cognac. Fair trade + French know-how: the FAIR. recipe!

"Following the success of the FAIR. vodka, we wanted to launch an aged spirit, something more noble", Alexandre Koiransky explains. "As soon as I set foot in Belize, I knew I wanted to help the country's producers. And the result clearly meets our commitments!"

FAIR. Rum is now available in Paris and in London. Cheers!

Introducing our brand new packaging !

Brand new packaging

FAIR is proud to introduce its brand new packaging.

Three years after launching our brand, we have decided to revisit its identity so it is more in sync with our core values. Founder and CEO of FAIR Alexandre Koiransky explains: “Like any other successful brand, we needed to evolve. We're now at the beginning of a new adventure, and the timing is perfect. As FAIR will now not only be distributed at bars and restaurants but also to a larger retail circuit, we wanted to make our message even more relatable, that’s why we created this new packaging. ”

French agency Jean-Marc Piaton Conseil was in charge of the new visual identity. “FAIR is a very strong brand, with a very specific concept, so the packaging needed to reflect this” explains Piaton. “Lightness, purity, balance, this is what fair trade is about. We had an incredible brand, we created the bottle it deserved!”

As he was working to refine the new identity, Piaton highlighted the DNA of the brand. Simplicity - as an echo to the purity of the liquor - which implied a specific attention to the details. Using Futura font for the new logo, or hand-writing and pictograms for example. The unique presence of quinoa was also underlined. Elegance was also key, FAIR is a small brand, but one of quality. Beautiful materials were used to create a graceful line. And then sustainability of course, that's what FAIR is all about. As it is the first labelled “Fair Trade” brand of spirits it will be recognizable through an ecological paper and a lighter bottle.

Old packaging