A little over a decade ago, I began working on AVIV 613 Vodka. At the time, it wasn’t clear what the journey would look like, but one thing was certain—we weren’t creating just another vodka. This was something different: a product with roots in the land of Israel, shaped by a vision for more than luxury. It was a project born from purpose, and that purpose drove everything we did.
I met Marc Grossfield, AVIV’s founder, early in this process. From the start, it was clear his vision wasn’t about launching a product to fill shelves. He wanted to create something that meant something. Marc believed vodka could carry a message of joy and resilience. Working with him meant learning how to channel that vision into every aspect of the brand.
Learning to Collaborate
Marc had big ideas, and working with him was both inspiring and a challenge. He’s a perfectionist, deeply committed to everything AVIV represents. Early on, I realized that this wasn’t going to be about executing a plan—it was about building something together.
Our conversations often pushed me to think differently. Marc would talk about the spiritual significance behind AVIV—the seven ingredients, the triangular bottle, and the messages engraved on each one. He’d say, “We’re not just selling vodka; we’re creating a reason to celebrate life.” It wasn’t just words. Every decision reflected that commitment.
Learning to work together took time. Marc’s vision was precise, and he demanded that every detail—every note of flavor, every design element—reflect what AVIV stood for. I had to adapt, learn how to align my ideas with his, and figure out how to take his vision and make it tangible. Over time, we found a rhythm, and that collaboration became one of the most rewarding parts of the process.
Turning a Vision into Reality
AVIV isn’t a product you create by accident. It’s vodka distilled from seven ingredients, each one chosen for its cultural and symbolic value. The process to perfect the blend took years. Marc and our master distiller, Yossi Gold, spent countless hours refining it—balancing flavors, testing filtration methods, and ensuring the spirit carried the essence of what they wanted to create.
Meanwhile, my role was to help bring this story to life in a way people could understand and connect with. It wasn’t easy. The spirits industry is competitive, and launching a luxury vodka with such a unique story was an uphill climb. We had to balance creativity with practicality, ensuring the message resonated without losing the integrity of the brand.
The design of the bottle was another major piece. The triangular shape reflects the journey of life—starting unbalanced at the base and narrowing toward harmony at the top. Working on that design was a learning experience in itself, but it was worth the effort. The finished bottle captures everything AVIV represents.
Building Something That Matters
The most challenging moments often taught us the most. Whether it was figuring out how to navigate production challenges or adapting during a pandemic, every obstacle forced us to refocus on why we were doing this.
Marc and I often talked about the role of gratitude in AVIV’s story. He’d remind me that this vodka wasn’t just about the product inside—it was about encouraging people to take a moment, raise a glass, and celebrate something good in their lives. It’s easy to lose sight of that kind of purpose in a crowded industry. But Marc never let that happen. He held us accountable to the brand’s mission.
Looking Back
Working with Marc to build AVIV has been one of the most meaningful experiences of my career. It wasn’t always smooth, but it was always purposeful. I’ve learned to appreciate not just what we created, but how we created it—with intention, care, and a belief that even something as simple as vodka can make people reflect on the good in their lives.
This isn’t just a brand to me. It’s a reminder of what can happen when people work together with a shared purpose. I’m proud of what AVIV has become, and I’m grateful for the lessons learned along the way. Marc’s vision shaped this brand, but it also shaped me. And for that, I’ll always be thankful.
