Dolph Lundgren Says His New Vodka Brand Will Be ‘Heavyweight Champion' of the Spirits World
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Dolph Lundgren is back in a big way, and this time, he's bringing the action to store shelves across America with the launch of his very own vodka.
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'Hard Cut Vodka' hits stores today as a self-described 'bold new entrant' to the premium alcohol space, designed for a 'vodka world gone soft,' per a brand description. Launched by the legendary Swedish action star here in the U.S., Lundgren's vodka sources potatoes from Idaho with water from the Rocky Mountains for a true all-American spirit. The russet potatoes offer a slightly creamier mouthfeel and smoother finish than grain-based vodkas, while the mountain water adds crispness and purity. Bottled at 90 proof, the resulting spirit is refreshingly full-bodied, with hints of green apple, fennel and butterscotch, whether sipped chilled, on the rocks or in a cocktail.
BUY HARD CUT VODKA ONLINE $25
Lundgren says work on the vodka began more than five years ago, and the actor says he's been involved in every step of the process, from selecting the ingredients, to working on the branding, to undergoing bartending training with industry mixologists.
'We wanted something that stood out,' he tells Rolling Stone; 'a vodka with real character, a bold presence, and a very smooth finish. That's how Hard Cut Vodka was born.'
As for why the man who famously fought Rocky and played He-Man in Masters of the Universe is suddenly concocting cocktails and tasting notes? Lundgren says his two worlds aren't that dissimilar.
'I always bring intensity and focus to what I do, whether it's my years in action films or my passion for training and adventure,' he says. 'Hard Cut Vodka is the same — it's about strength, resilience, and living life to the fullest. It's tough but refined. Just like a good action hero.'
Rolling Stone caught up with Lundgren to talk about his transition from actor to spirits maker, the 'larger than life' approach he wants to bring to the brand, and why he hopes Hard Cut Vodka will be part of his legacy with fans.
You've probably been offered many different brand collaborations and product launches over the years – what was it about this one that made you say yes?
Well, I started the process of creating Hard Cut Vodka over five years ago, because I prefer my vodka on the rocks and couldn't really find one that I loved. I ended up creating a premium all-American vodka that is higher proof, smooth, potato-based, and delicious both on the rocks and in cocktails.
Why was now the right time to release this?
I first came up with the idea over five years ago and it's taken all this time to develop the liquid, packaging, name, marketing campaign and make sure that this a quality brand that I can really stand behind. In addition, I felt the vodka space hadn't been exciting for a while and that there was room for a new, fun and premium vodka. I've had a long film career and this is a new challenge for me.
Why vodka versus wine or tequila or a totally different product category?
Look, I like to drink a good red wine, sometimes a top tequila, but vodka is my liquor of choice. I grew up in Scandinavia where people drink a lot of vodka. I personally like a great vodka, like Hard Cut Vodka, because it has a neutral yet luxurious taste, and it is perfectly suited for many different cocktails.
What are some ways that you would say Hard Cut Vodka stands out amongst its competitors?
I like to keep things simple and enjoy it on the rocks, but Hard Cut blends in well in any cocktail because of its higher ABV and smooth finish. The lack of sharp aftertaste, contrary to many other vodkas, makes a Hard Cut Vodka cocktail more delicious. I prefer to drink my Hard Cut Vodka chilled over a big rock, and it really allows you to appreciate the craftsmanship that went into the liquid.
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After decades of being a movie star, are you excited to enter your entrepreneurial era?
I've been in a lot movies and that has been tough, but satisfying. Now, this new 'Hard Cut' era has certainly put me to a different test, in more unfamiliar territory. The satisfaction here is that I get to share my favorite product with the consumers.
What's been more difficult for you: filming a movie or distilling your own vodka?
Both are creative endeavors that have many challenges. I have been in the movie business for a long time so that comes easier to me. Being an entrepreneur and creating my own vodka brand however, has allowed me to wear a lot of hats that I haven't worn before, from both the business and financial sides. While Hard Cut Vodka represents me, you might detect a hint of the characters I have played in our marketing campaign. I've linked the two by creating a name that ties the two together. The name Hard Cut Vodka was derived from the term 'Hard Cut' in filmmaking, which is used to help move the story forward. The brand was created to invoke a combination of toughness, elegance and a sense of humor. Like a good action star.
Do you see this vodka brand as part of your long-term legacy?
Absolutely. I've worked harder on this than anything else in my life, including martial arts, my Chemical Engineering degree, and my career in show business. For the past 40 years as an actor, director, and producer, I've been connecting with people from all around the world, trying to entertain and inspire them with strength, sensitivity, and humor. Hard Cut Vodka is no different. This is a brand I want to see grow, and I know that when the dust settles, we will stand as the ultimate heavyweight champion of the vodka category. It's a reflection of who I am, and I hope it inspires people to live boldly.
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