Meili Founders Jason Momoa and Blaine Halvorson Think Vodka Is Underestimated (and Far from Flavorless)

At this point, the celebrity spirits market is undeniably crowded, with enough whiskey and agave-based brands to make the average consumer’s head spin. And given the space’s maturity, a giant social media following likely isn’t enough to guarantee success. Some—truly a handful—of A-lister backed brands do manage to stand out on partnerships with major distilleries, unique twists on classic profiles, or genuinely quality liquid. (The latter method being the most arduous road to market viability.)

So in a world packed with flavored whiskey and tequila, Jason Momoa’s entry into spirits stands out for what it isn’t: flavored, aged, or infused. In 2023, Momoa and longtime friend and business partner Blaine Halvorson launched Meili Vodka. The duo believed that in an age of celebrity spirits, honing in on the basics might be a surer — if slower — route to success.

Of course, vodka’s simplicity leaves little room for error. The pair spent five years narrowing down a water source before settling on a Montana-based aquifer, rich in trace minerals, then partnered with in-state farmers to supply the grain and a local distiller to make the final product. The result is a spirit Momoa and Halvorson believe carries character (and yes, flavor) that exceeds what people expect from vodka itself. In fact, their in-person promotions often include blind tastings that pitch tequila-based cocktails versus the same drinks made with Meili.

Recently, Drinkhacker caught up with Momoa and Haverson to discuss the myths and misconceptions surrounding vodka, and why over-filtered water could be their spirit’s biggest enemy.

Note: This interview has been lightly edited for clarity.

Drinkhacker: Jason, can you tell us a little about the early conversations with Blaine that led to vodka as opposed to another spirit category?

Jason Momoa: Blaine and I shared this vision of creating something that wasn’t just a product but a true representation of our passions and respect for tradition. We discussed various spirits, but vodka stood out because of its purity and the craftsmanship required to distill it into something exceptional. We were fascinated by the challenge of elevating vodka, a spirit often underestimated, to a higher standard of quality and taste. It was about making something versatile yet distinctive, which could stand on its own or elevate a cocktail.

Drinkhacker: How did you settle on the water source for Meili Vodka? How long did that process take?

Blaine Halvorson: It took us over five years to find the perfect water source. We traveled the world, testing each new water with our mash—when my father told us about this “incredible spring water” near where I grew up. At first, we were like, “Sure, Dad,” but ultimately, we found this exceptionally unique and complex water source, which has become the foundation of Meili’s flavor profile. The moral of this story? Listen to your parents!

Drinkhacker: Which misconceptions do you most often hear about the vodka category?

Jason Momoa: A common misconception about vodka is that it’s generic, a flavorless spirit. People often think it’s just there to mix with other flavors, not to be enjoyed on its own. But there’s a world of depth in high-quality vodka – it’s about the texture, the subtle nuances, and how it’s crafted. With Meili, we’re challenging that notion by showcasing the rich palate of flavors and smoothness that a finely crafted vodka can offer.

Drinkhacker: Are there specific trace minerals you all value in your water source? Any you’re looking to minimize or avoid?

Blaine Halvorson: Absolutely. We knew water was vital from the beginning. We were searching for the “unicorn” of water sources—something so utterly different from the standard approach that people could immediately taste the quality. It had to be pure, living spring water—and it wasn’t all the same. We quickly realized that every water’s unique minerality alters the flavor profile entirely. It’s like the difference between fresh spring water and drinking from a garden hose. We refused to use tap or reverse osmosis water in any capacity because they strip out everything that makes water great.

Drinkhacker: What surprises people most when you introduce them to Meili?

Jason Momoa: What really surprises people is the smoothness and the distinct character of Meili. It breaks their expectations of vodka. They’re often taken aback by how it stands beautifully on its own and complements any mixer it’s paired with. It’s not just another vodka; it’s a spirit that carries its own weight in any gathering, which is exactly what we hoped to achieve. We love seeing that moment of realization on people’s faces—it’s like they’re rediscovering vodka all over again.

Drinkhacker: You mentioned you often do blind tastings, with margaritas made with tequila versus Meili. How did this come about? And in your opinion, which other cocktails best highlight the flavor profile?

Blaine Halvorson: We went to a dinner party with Meili as the featured spirit, where each bartender constructed cocktails exclusively using Meili. This got us thinking—and we decided to test the idea more. Ironically, most will prefer the version of their favorite beverage with Meili—especially with popular tequila-based cocktails. We always recommend you try it neat—then in your favorite mixed drink. We aimed to create the perfect versatile sipping spirit that improved any cocktail while holding its own served by itself. A very tall order for vodka.

Drinkhacker: How do you see the vodka category changing in the next decade?

Blaine Halvorson: We want the world to see vodka for what it was meant to be—that’s why we built Meili like this from the beginning. Our greatest goal is for vodka to be recognized as a true standalone spirit.

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