Non-Alcoholic Vodka has the taste of vodka but does not contain any alcohol. The formalities of the product are all present: the logo and packaging resembles that of commercial vodka brands, but the essence of the drink – and the risk – is removed. Made in 2006, before non-alcoholic drinks became mainstream, the work aims to empty a commercial product of its substance so that it exists entirely as branding.
Non-Alcoholic Vodka can be manifested in different versions: individual bottles, a bar, a serving plate with glasses, and a poster. It is often displayed as a pyramidal tower of bottles stacked on mirrored squares. Resembling a display in a store, the mirrors reproduce the bottles to infinity, so that the vertiginous effects of drunkenness (and commodification) are evoked in the design; the reflections highlight the contradiction between the restraint implied by the non-alcoholic drink and the immoderation of marketing.
Graphic design by Rasmus Koch Studio.