Kanon's founder, Peter Hjelm (left) and Andreas Johansson, CEO (right)
With Kanon, it's all about heritage– whether that means enjoying Swedish culture, sharing the wealth (measured in shot glasses, of course) with our FOKs, or continuing the traditions of Gripsholm Distillery, which has been producing organic vodka for hundreds of years. And judging by all the different cocktails we've sampled in our years, we're not biased in saying that there's just something (good) in the water over in Sweden. Our founder, Peter Hjelm knows that better than anyone– plus, his favorite way to drink Kanon is straight up, so what's not to love? We picked Peter's brain to find out more about what it was like growing up in Sweden, his favorite places to visit and what made him want to helm the coolest job in the world.
First off, where in Sweden were you born? Can you give us an idea about what the area is like?
I was born in Stockholm, which still after all these years is my favorite city just ahead of New York. For those who haven't been here, it's a beautiful city surrounded by water everywhere and very close to nature.
How old were you when you decided you wanted to get into the vodka industry?
I was 30 years old when my family company got involved in the steel roll manufacturing industry in Åkers Styckebruk and I discovered the amazing history of cannon and vodka manufacturing that's been in the area since 1580. I just could not let this treasure of history be forgotten, so I decided to bring back Gripsholm Distillery there and then, and was able to make it happen starting in 2006.
Do you have any favorite memories of growing up in Sweden that you can share?
My favorite childhood memories are those that involve being out in the beautiful Swedish nature; it's such a free and clean country. I loved and still love spending time in the archipelago around Stockholm, sailing around all the islands.
What are your favorite three things about Swedish people and culture?
The Swedish people are very traditional but still very exciting. I also love the history of Sweden since there is still so much preserved today. And finally, my favorite thing is the ability to be able to go anywhere, since it's such an open country, and experience nature.
Kanon isn't just about being organic and sustainable– it's about surrounding yourself with a great group of people. What's your favorite memory spent with Kanon and friends?
My favorite memory, which I fortunately get to experience every year, is crayfish parties at my summer house in the archipelago, with lots of friends (and even more Kanon).
In your own words, what do you think makes Kanon different from other vodka brands?
It's not only that we are organic today, it's that we have never been anything else. I take pride in continuing the tradition and the organic history of Gripsholm Distillery.
What does your average day look life…if there is an average day?
My average day is pretty packed with work. I work from 8 AM to 7 PM and then I usually just head home to relax with my family.
If you had a cocktail named after you, what would it be called?
It would be the Perfect Shot. It's lots of Kanon, half a lime muddled, brown sugar, splash of soda and mint leaves. My favorite mixture of a Mojito and a Caipiroska!
Kanon has established a great group of FOKs both in Sweden and the US. If you could pick anyone in the world to be a future FOK, who would it be?
Even though he's not alive, it would be Shakespeare. He would be an interesting guy to grab a drink with.
If someone were taking their first trip to visit Sweden, what 5 places or things would you tell them they MUST DO while they're there?
Stockholm City
The Archipelago around Stockholm - consists of 35,000 islands
The Royal Castle
The Museums - The Vasa Museum, there are amazing Viking treasures in museums here too.
Skansen, an outdoor zoo and museum in Stockholm
And finally, what's your favorite way to drink Kanon?
Straight, as a shot.
