TRBusiness talks to Brian Meret, Vice President Caribbean, Latin America & Global Travel Retail at Crystal Head Vodka about the brand and its history within the travel retail and duty free channel. We learn about the birth of Crystal Head Vodka, the design of the distinctive bottle, and a decade of fast growth for the company. Meret states that although consumers are drinking less, they are spending more on premium/ super premium vodkas. He says that currently the brand is active in the markets ‘in which they choose to be active’, although he adds that Crystal Head is getting a lot of interest in the Asia Pacific region. With this in mind the company has strengthened its team with an aim to convert this interest into growth.