In the Wholesale Market area in Sörnäinen, Helsinki, Finnish grain is being transformed into premium spirits. Communication has helped increase awareness of the masterful distillers behind the company and distillery among both consumers and HoReCa professionals. Since the marketing of the company’s end product is strictly regulated, the target groups and means of communication had to be tailored carefully based on current legislation. Continuous strategic communication also resulted in new innovations and activities promoting sustainable and traceable production.