Vodka isn’t known to be a sipping drink. Typically, it’s part of a cocktail or—depending on the night—endured from a shot glass. People are happy to sit back and enjoy the tasting notes of sweet honey and cozy vanilla in their whiskey, or the refreshing spices of their gin, but vodka? Not so much.

Jeff Mahony hopes to change that.

Jeff is the director and CEO of NEFT Vodka, an ultra-premium spirit with roots in Russia and ingredients sourced from the Austrian Alps. NEFT, he said, is not the type of vodka you mix with sugary cranberry juice. Nor is it something you attempt to shoot while hiding the wince on your face. It’s smooth, clean, and perfectly pleasant. It’s good all on its own. That by itself sets NEFT Vodka apart, but the packaging is what gets it noticed in the first place.