We were lucky to catch up with Jeff Mahony recently and have shared our conversation below.

Hi Jeff, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

There are several things that NEFT Vodka does that do not conform to what’s standard in the spirits industry. To begin, the NEFT management team is composed of talent from a variety of industries. The team includes those with deep experience in the spirits industry and those who bring a multitude of experience from other industries. The result is a solid understanding of tried-and-true industry practices AND a fresh look at an approach to industry innovation and addressing challenges.

Those with industry experience bring us important industry relationships, and they help us understand what’s worked in the past, things to watch out for, and guidance on how to build on and evolve standards. Those with experience in other industries give us the tools to create the ultimate mash-up organization. How to take the best of a multitude of business experiences and bring them together to create something new, layered – not seen before in the spirits world.

One example is our Chief Creative Officer Paul Robinson. Before coming to work with us, Paul built his career as a globally renowned multi-media artist. While he brings his unique ability to execute verbal and visual communications, he also leads initiatives such as the NEFT Emerging Film Talent International (NEFTi) – a groundbreaking short film competition established to discover and showcase up-and-coming filmmakers from emerging economies around the world.

At NEFT vodka, we also made it a point to stand out in an industry that often sticks to the same playbook. Most vodka brands focus heavily on sleek glass bottles, but we wanted to do something radically different—something that would not only turn heads but also solve real-world problems. That’s why we package our premium vodka in an unbreakable, oil-barrel-shaped container. It’s a fun nod to our founder’s heritage in the oil business, but it’s also incredibly practical. The barrels are lightweight, durable, and keep the vodka colder for longer, making them perfect for outdoor adventures, camping trips, pool parties, or even just a day at the beach.

Jeff, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My experience is that you can win by looking for opportunities in unexpected places. By finding them where others haven’t looked. NEFT is the perfect example. NEFT is something that premium vodka drinkers are looking for. They just may not realize it. I have a great affection and appreciation for vodka. For decades I asked myself why there wasn’t a premium vodka on the market – something good enough that it can be sipped. Then, one day I found it. I was with friends at a club near the beach – more of a local dive bar – when this guy came up to me not with a bottle, but with a 1-liter barrel of vodka that he wanted me to try. I knew he probably wanted me to invest, but he didn’t give me an investor pitch, he simply asked me to try it. Vodka at room temperature. I remember thinking that he was insane.

For years, I drank vodka on the rocks to mask the taste. He offered me warm vodka and I was blown away. It was smooth, crisp, and clean– you could immediately taste the difference in quality. Now, I know it’s the ingredients – just using the best Austrian spring water and super high-quality rye. I thought, this is an unexpected opportunity that fills an unrealized need.
For me, it’s not just about making vodka; it’s about crafting a product that stands for something. Whether it’s our eco-friendly packaging or our dedication to sustainable practices, we want to offer something more than just a drink. I want potential customers to know that NEFT is all about creating a premium product for real-life use—whether that’s enjoying a night out or sharing a moment with friends under the stars.

Support and trust your people. That means to not only hear them out but listen for the long-term good in their ideas. Not every idea and program generate an immediate ROI. Some are seeds for a holistic and healthy legacy brand. One with a solid foundation and a heritage that reflects the team and the people who are building it. Let me give you an example. Joel Raznick, our Chief Communications Officer, also serves as a Regent for the University of California. With his interest in education, and our longtime commitment to uplifting women and families in need, he and his team are leading our cause effort with the “NEFT Raise It Up for Youth and Family Literacy” initiative. It is well understood that children who don’t read and write by the third grade most likely will never will. This program helps provide systemic solutions to the literacy challenge by providing learning support for youth and their families. I’m proud to be building a brand that’s not just making a better spirit, but doing things to help make a better world.

All this to say, I really believe we should encourage and institutionalize innovation by supporting and investing in team members’ good idea.

Can you share one of your favorite marketing or sales stories?

Look for the unexpected connections. Let me give you an example – NEFT entered into some other motorsports partnerships in the past – though nothing quite seemed the perfect fit. We then looked at partnering up with Visa Cash App RB Formula One (VCARB) team even before they had completed their rebrand from Alpha Tauri – considering the obvious synergies of innovation, sustainability, and zigging when others zag. While the VCARB team and NEFT share a commitment to creating exhilarating, unexpected moments, this may not seem to be something that a newer entrant into the spirits space (or, into any space) would do. It requires a real commitment and brand focus, especially for a disruptive, new brand like NEFT. But since partnering with VCARB, the relationship is yielding results for both our brand and commercially in ways we could never have expected. From opening doors at international hotel groups, the introducing and signing of new trade partners and a wide array of exciting sales and marketing relationships, we continue to grow our business as a result of the VCARB partnership – and we are still in the early stages of what we are sure will only grow exponentially in the years to come.

Any advice for managing a team?

Loyalty and respect build confidence and encourage people to do their best.

Helping the team achieve their professional and personal goals, and to grow, is core to our company’s success. As a matter of business, NEFT aligns with, and strictly adheres to, the fundamentals (objectives, metrics, programs, a clearly-defined roadmap, and more). Still, you can’t know what will come from supporting the team; and, in your way, letting them know that their commitment, hard work, and diligence has earned your and the company’s respect and loyalty. Our experience is that building the model for a team member’s personal and professional growth delivers exponential benefits and results.
It’s also critical to celebrate wins, no matter how small. At NEFT, we make a point to recognize team members for their contributions regularly. Whether it’s hitting a sales target or successfully launching a new initiative, those moments of recognition go a long way in keeping morale high.

Another key factor is creating a sense of ownership. When your team feels like they’re building something together, they’re far more engaged. Let people take the reins on projects and trust them to execute. When they feel invested in the outcome, they’re motivated to go above and beyond. I’m incredibly proud of the team we’ve built at NEFT, and it’s that sense of shared purpose that keeps us all moving forward.

Contact Info:

• Website: https://www.neftvodka.com
• Instagram: https://www.instagram.com/neftvodka/
• Facebook: https://www.facebook.com/neftvodkaus/
• Linkedin: https://www.linkedin.com/company/neftvodkaus/
• Twitter: https://x.com/NEFT_Vodka
• Youtube: https://www.youtube.com/channel/UC0i5F-sFxm4-F9esrvqL_Ug

Image Credits

NEFT vodka