Mikael Karttunen, the global brand ambassador for Koskenkorva, brings the brand’s rich Finnish heritage and commitment to sustainability to life on the world stage. In this exclusive interview, Mikael shares insights into Koskenkorva’s unique story, from its eco-friendly production methods to the brand’s evolution in an increasingly conscious spirits industry. Discover how he navigates global trends while staying rooted in authenticity, his favorite Koskenkorva cocktails, and advice for aspiring brand ambassadors.
What inspired you to join Koskenkorva as a brand ambassador, and what do you enjoy most about representing the brand?
When I started bartending in the early 2000s, working for the company behind Koskenkorva was seen as the ultimate opportunity outside the bar. It quickly became a dream for me, and I created a five-year plan to achieve it. Amazingly, I landed the job just a few months shy of my deadline.
The brand has a strong Finnish heritage. How do you convey this story to international audiences?
We emphasize that Koskenkorva is about real places, real people, and genuine Finnish values. The brand embodies the village of Koskenkorva itself – from cultivating the barley to distilling the spirit. There’s no embellishment, just honest storytelling, which is a deeply Finnish trait.
Sustainability is a key focus for you. Can you tell us more about the eco-friendly practices involved?
Koskenkorva’s production is a model of circular economy. Every byproduct is reused or recycled, reaching a 100% recycling rate. For instance, we use barley husks as biofuel for distillation, and the leftover ash becomes fertilizer for local farms. We’re now moving towards regenerative farming, which absorbs CO2, enriches soil health, and boosts biodiversity while minimizing pesticide use.
How does Koskenkorva stay authentic while keeping up with global spirits trends?
Our brand aligns well with current consumer preferences, especially for sustainability. This makes it easy to stay true to our DNA while adapting our communication to a more fun, occasion-based approach. We aim to reach vodka consumers where they’re making decisions, like at a party, aligning our brand values with key consumer trends.
What are your favorite ways to enjoy it? Any creative cocktail recipes you’d recommend?
I’m a big fan of Martinis, especially a fifty-fifty version of a Vesper. A favorite recipe of mine is the White Rabbit’s Breakfast, a twist on the Bloody Mary that uses carrot juice, orange juice, and balsamic vinegar in place of tomato juice to bring out carrot’s natural sweetness.
What are some of your most memorable experiences as a brand ambassador?
The Nobel Prize after-parties in Stockholm from 2009 to 2011 were unforgettable – we were the official sponsor, and I served as the head bartender. Winning “Improver of the Bar Industry” at the 2022 Bartenders’ Choice Awards in Stockholm was also a proud moment.
How does Koskenkorva’s reception vary internationally compared to Finland?
Interestingly, while Koskenkorva is a household name in Finland, its widespread recognition can sometimes feel limiting. In new markets without preconceptions, it’s easier to share what makes Koskenkorva special.
What sets it apart in the competitive vodka market?
Our unmatched dedication to sustainability and genuine storytelling. Koskenkorva is a brand of true stories without embellishment – that honesty is rare in the spirits world.
What’s a surprising fact about Koskenkorva you enjoy sharing?
When Koskenkorva was launched in 1953, it initially struggled and nearly pivoted to becoming a juice brand. Luckily, things turned around, and it stayed true to vodka.
Are there any exciting new projects or products you’re working on?
Our new tagline, “Party Like There Is Tomorrow,” and brand film are incredibly exciting. The film shows animals celebrating in a forest, a quirky way to emphasize how regenerative farming helps protect the environment. We want consumers to know that while they’re enjoying Koskenkorva, we’re looking out for tomorrow.
What advice do you have for someone aspiring to be a brand ambassador?
Build connections, travel, and make a name for yourself through guest shifts and competitions. Take care of yourself – moderation, exercise, and life outside work are crucial. Study marketing in addition to bartending. Create a plan, break it into steps, and trust that effort will pay off.
What drew you to the world of spirits, specifically vodka? Was there a moment that sparked your passion?
Bartending was my first love – I originally wanted to be a musician, so working behind the bar felt like being on stage, but with conversations. It was magical. My passion is more about the Koskenkorva brand than vodka in general because of the sustainability and the people who make it exceptional.
As someone sharing Finnish culture worldwide, do you have a favorite Finnish tradition or food you wish more people knew about?
My mother’s family is from Karelia, and their traditional foods – like Karelian pies and stews – are incredible comfort foods that I think more people should try.
Do you have a go-to comfort food or drink after a long day?
After a long bar shift, nothing beats a cold beer. After a day of training and socializing, though, I prefer a quiet room, dim lights, and a good action series on Netflix with ice-cold mineral water.
