Creation of the FAIR brand

Alexandre Koiransky (32 years old) – Founder of FAIR. Spirits

Alexandre in the quinoa fields, Bolivia, 2012

Why did you decide to create the FAIR brand in 2009?

Our dream was to bring the Fairtrade movement into the world of high end spirits.

FAIR is now the first line of socially responsible spirits:

Vodka made from Bolivian quinoa (distilled and bottled in the Cognac region)

Belize rum (bottled in the Cognac region)

Liqueur made with Mexican coffee (infused and bottled in the Cognac region)

What is the ultimate goal of the company?

Our company aims at creating a new category in the premium spirits industry: Fairtrade and socially responsible spirits.

Why not sourcing crops from farmers in developing countries so they can make a better living?

Why not giving a chance to less-developed countries to get a better education and health protection?

Why not participating in a more sustainable economy that values the best of each country?

What are your personal beliefs?

When I was a kid, my dream was to become a doctor without borders (ask my mum, she knows).

Alexandre and Philippe, founder of the microbrewery, Cognac, France

I've always loved people and other cultures. I've always felt concerned about other's problems. I've always wanted to be useful.

Like most people, I finally jumped into business to make money. Don't get me wrong…I want to make money so I have time to spend with my wife and son!

I started my career selling Cognac in Chicago, working for Ferrand (Citadelle Gin, Plantation Rum, Pierre Ferrand Cognac etc…). This was quite an experience as I spent most of my time in the ghettos (where 80% of the Cognac is sold in the US). I realized that selling high end spirits to poor people was not what I was meant to do, even if I loved spending my Sunday mornings in the Gospel churches with my African-American friends (great memories).

FAIR is the opportunity to express my personal beliefs.

I believe in action and change.

I believe in a more sustainable system that enables farmers to make a living from their work.

I believe that the spirits industry can take on this challenge. People will always drink but they can drink better.

What are the reasons for FAIR's success so far?

The hard working team is the first reason of success (Bénédicte, Jack, Paul, François, Nina, Jennifer, Martin, etc…).

The exceptional quality of our products (thanks to our master distiller in Cognac) is the second reason.

Consumers understand that there is a need for justice and sustainability. This is the third reason.

Thierry Chouquet, Hôtel Americano, NYC

Located in the heart of Manhattan’s Chelsea neighborhood alongside the world’s best art galleries and New York’s famed High Line Park, the 56-room hotel features decidedly Mexican touches, like an outdoor rooftop pool that becomes a hot tub in winter, along with very New York-style details like iPads in every room that are full of recommendations for the best local galleries, restaurants and shops. Hôtel Americano has two restaurants and bars, as well as locally-produced bicycles guests can use to explore the High Line and Hudson River Park.

Can you please tell us more about you? What is your background? How long have you been working at the Hotel Americano?

My name is Thierry Chouquet and I am French. I've been living in New York for 12 years. I've been in the hospitality business for around 20 years now, and about 3 years with the Hotel Americano. It's doing really well!

FAIR. celebrated New Year's Eve at Hotel Americano. No better way to start 2014! 

What do you like about FAIR. ?

FAIR. is a very good concept, the Fairtrade and Sustainable Business makes a lot of sense. We're trying to get more and more local, organic and fair trade spirits behind our bar. This is a good match with our hotel concept, very high-end and boutique. The new FAIR packaging is just fantastic! It's look like our business card (laughs)! The FAIR brand is more than a liquor brand, this is a real philosophy in itself. François is exceptional at representing FAIR…

The new packaging in good hands!

What is you're favorite cocktail made with FAIR. ?

Thierry Chouquet and The Gojipolitan

The “Re-invention” is our number one seller. It combines both of my favorite brands, which are Combier and FAIR.

This cocktail is like a Cosmopolitan, but re-invented… 2oz of FAIR. Quinoa Vodka, 1oz of Combier crème de pamplemousse, 1oz of lime juice and 1oz of blood orange juice.

I think I have to many oz… (laughs)

Want to find out more Hôtel Americano? Visit their Website and Facebook