Faced with the fact that vodka's main ingredient (water) was in such short supply, Hangar 1 had to think outside the box to source water for production while using this challenge as an opportunity to fulfill marketing objectives while positioning the brand as a trendsetter within the spirits industry by developing financially viable sustainable products.

The creative idea (getting water from fog, an iconic element of the Bay Area where Hangar 1 is produced) continues to successfully build brand equity, organic awareness, and increase sales to this day, so much that FogPoint was turned into a product line of its own that has now extended to POS merch and new points of sale that the brand had never had access to before.

Following a circular format, all FogPoint proceeds are donated to fog-catching research in order to allow the brand to shift towards a more sustainable production in the future.

How does a local Alameda, CA, craft vodka brand break through the saturated spirits market in the U.S., in the middle of the state’s worst drought in history? With a low budget and the goal of positioning itself as a local vodka, Hangar 1 found opportunity within adversity, using the Bay Area’s most representative icon to create the first liqueur made from fog: Hangar 1 Fog Point. This foggy vodka generated incredible awareness rates, millions of impressions on broadcast and social media, and billions of dollars in ROI. Moreover, Hangar 1 showed sustainable projects can also be financially viable and presented innovative production techniques that are now influencing different industries, while inside the company the project proved to be so successful in terms of sales and equity, that Fog Point is now a permanent product of the portfolio.