started the “Pure Water Initiative” in
2007 with the unique goal to raise
customers’ awareness for
water and to enhance access to
clean water by promoting sustainable
products. This was the beginning
of the co-operation with the WaterFoundation.
Finlandia Vodka entrusted international
pop artists to design “Pure
Shirts” according to their “Pure
Water Guidelines”. These
T-shirts are sold in selected shops.
The WaterFoundation receives all
the proceeds of this initiative
and hands it over primarily to
the donkey initiative in Ethiopia..