You likely know vodka brand names Ketel One, Tito’s, Grey Goose and Belvedere. But you might not yet be familiar with Holiday Vodka, which launched earlier this year.
Holiday Vodka is made with Italian wheat and Italian alp water inspired by long lunches on the Amalfi Coast and après-ski in the Dolomites, according to Anna Goldman, founder and CEO of Holiday Vodka.
“The idea came to life between travels through Italy,” Goldman says, adding she saw ritual, beauty and indulgence are built into everyday life during those experiences. “Holiday Vodka is a nostalgic nod to holidays past and present. We like to say that Holiday is a state of mind, a spirit in itself.”
The brand launched officially in June, four years after the concept of Holiday Vodka was born in a West Village restaurant
Below, Goldman shares the brand’s origin story, creation process, what makes separates Holiday from other vodka brands, marketing strategy, her vision for the future and more.
Editor’s note: This Q&A has been edited.
Can you tell me the story of Holiday Vodka’s founding?
It was June 2021 in New York City and it felt like the world had reopened following the COVID-19 pandemic.
I was sitting inside at Saint Theo’s with three of my best friends, sipping martinis. I felt such a sense of joy, happily laughing among friends.
But I had a nagging thought: When we’d ordered our drinks, of the four of us opting for martinis, only one person had a strong preference on their choice of vodka. What followed was a slew of conversations with bartenders across New York realizing that there was an opportunity to craft a vodka that made people excited, one that would prompt deep loyalty.
From the beginning, I knew it had to be Italian vodka—not only as an homage to the restaurant where the idea came to life, but to marry my favorite cuisine with my favorite drink. How could it not taste delicious using fresh Italian ingredients? And thus, Holiday was born: a tribute to vacations past and present, and to the pure joy I felt sharing martinis with my best friends on that fateful day
How long did it take to create the vodka you now sell? What was that process like?
I knew I wanted to create an Italian vodka, and while I’d done extensive “research”, I needed to find a partner to bring the liquid to life. Enter Giancarlo Mancino, who I met through a mutual friend. Giancarlo had established himself in the spirits industry with his vermouth, Mancino Vermouth, and like me, wanted to create an Italian Vodka. This was in 2021 and we officially launched in June of 2025 so as you can see, not a quick process. Giancarlo would play with the liquid and send me samples to try. We spent more than a year modifying before agreeing that the first sample was the winner. We spent over two years working with creative agency Kingdom & Sparrow to create the bottle and branding. Since inception, I had the name and such a clear picture in my head for the branding so it was of utmost importance that we stay true to that vision. I had two babies (in 2021 and 2023) which did not help my productivity or move the project along quickly, but I’m glad we took the time to develop something so special, delicious and true to the original idea.
What do you hope people experience or feel while drinking Holiday Vodka?
I hope when people first experience Holiday Vodka, they’re amazed by how light, gentle and delightful it is like I did when I had my first sip. I want perceptions of what vodka can be and taste like to shift completely—this is certainly not the vodka you drank in college or even what you are used to drinking. It’s pristine Italian ingredients and Italian craftsmanship bottled.
On an emotional level, we want Holiday to be there for the moments where time seems to slow, laughter fills the room and being present with the people you’re with is all that matters.
What separates Holiday Vodka from other vodkas?
Holiday Vodka blends Italian elegance with meticulous craftsmanship. Distilled in small batches and filtered through charcoal, quartz and silica, it offers exceptional smoothness and a refined finish. Made from locally grown soft wheat, spring water from the Italian Alps and crafted at a fourth-generation family-owned distillery with over a century of botanical expertise, Holiday Vodka isn’t just another neutral spirit — it’s a reflection of a culture that prizes craftsmanship, beauty and the joy of slowing down.
I’ve enjoyed your Instagram content. How much are your sales related to the image you are putting out around Holiday Vodka?
Holiday Vodka is about bottling the essence of a holiday, and our Instagram is an extension of that world. While Holiday’s unparalleled taste and Italian-crafted bottle design are at the forefront of sales, Instagram is where we’re building something bigger—a world we invite you into. This is where you become part of the Holiday experience in a way you haven’t with other liquor brands. We connect with the community that makes Holiday what it is, sharing where to sip and shop next, cocktail recipes to bring the experience home, and travel inspiration for your next escape. Because Holiday isn’t just vodka—it’s a feeling, a destination, a state of mind.
Tell me about your marketing strategy.
So far, we’ve proudly had a $0 CAC (customer acquisition cost), meaning we haven’t spent a single dollar on paid marketing. As a young brand, we’re being thoughtful about where we invest, and right now, that’s entirely in building authentic community with our customers.
Our strategy centers on collaborations with brands we genuinely love and whose audiences align with ours—Female Founder World, Design Within Reach, RPZL, Earth Cups and a very exciting partnership we’ll be announcing soon. These collabs are about meeting our customer where they already are and creating meaningful touchpoints with people who share our values around design, quality and community.
Simultaneously, we’ve leaned into building relationships with influencers we want to grow alongside. We’ve been gifting them our coffee table book PR boxes, complete with Murano glasses, designed to feel like an invitation into the world of Holiday. To us, it’s about creating an experience, not just sending product.
Everything we do is rooted in engagement over advertising. We’re focused on creating a brand people want to be part of—one that feels personal, aspirational and built from genuine connection rather than paid reach.
How does fashion and lifestyle play into Holiday Vodka’s brand?
Fashion and lifestyle are the visual language of Holiday. We take cues from brands like Jacquemus, Loewe and Rhode: houses that don’t just sell products, but craft entire worlds you want to step into. That’s the kind of universe we’re building.
Our inspiration comes from places where style and life intertwine—the alpine glamour of House of Gucci’s ski era, the Venetian ease of Peggy Guggenheim’s world, where art, conversation and aperitivo flow together. These aren’t just visual touchpoints; they capture the essence of what Holiday stands for.
At its core, Holiday is about bottling a feeling, one that evokes beauty, leisure and escape. Fashion and lifestyle give us the language to express that feeling: something timeless, luminous and alive.
Who is Holiday Vodka for? Do you have a target audience?
Holiday Vodka is for anyone who wants to bring a little joy and beauty into everyday life. It’s for people who notice the details—the texture of a linen napkin, the glow of good lighting, the way conversation lingers long after the last sip. It’s for those who appreciate things that feel thoughtful and unhurried.
We launched in New York because my team and I live here, so naturally our first community will likely feel coastal. Holiday isn’t about one place or one type of person. It’s for anyone who loves to celebrate life in their own way, whether that’s a dinner with friends, an after-work martini or a quiet night in that still feels special.
Whether you’re in Milan, Minneapolis or Manhattan, everyone deserves their own version of a Holiday. We currently ship to 46 states and will be expanding to Europe this summer so even more people can experience the world of Holiday.
What’s your favorite cocktail to make with Holiday Vodka?
Martini, without a question! Preferably dirty, with juicy olives. While Holiday tastes great in any and all cocktails, you get to really experience the fresh and smooth taste of the vodka through the martini.
Where do you see the company 5 years from now?
Five years from now, I see people across the U.S. and increasingly around the world asking for a Holiday Martini or a Holiday Soda and being able to get it almost everywhere. That moment of recognition—when someone spots Holiday on a menu and feels a spark of excitement—is what we’re building toward.
I want Holiday to be the spirit people reach for because it feels fresh, joyful and beautifully made. We see an opening to invite people back in, especially those who’ve written off vodka, and to reintroduce it in a way that feels modern, thoughtful and full of personality.
And as we grow, we’re just as focused on creating an amazing company. We want Holiday to be a place people genuinely love working—a team that’s creative, collaborative and energized by what we’re building together.
What can we look forward to in 2026 with Holiday Vodka?
Seeing us around! We’re quickly growing and joining the bars at your favorite restaurants in New York City and the Hamptons with plans to expand to two other states and Europe. While the original ethos of Holiday was rooted in summer, it’s been so fun to show how the brand shifts seasonally. From boats in the Mediterranean to skiing (and après!) in Cortina, we love sharing the many moments of Holiday.