Christiania Vodka is betting on its tag line to create an experience that is primarily social (maybe too much so) with a controlled-access network designed for nightlife fanatics and party lovers.

We recognize the effort to build a value proposition beyond the brand’s products and integrate an online experience with related offline initiatives – a strategy that we strongly believe in. We just wish there was more “substance” and thematic content and just a bit less Facebook-ish content.

A good note though for the idea of using a point system (“crowns”) as the currency to purchase products. Members can gain crowns by using codes stamped on the cork. In addition a strong emphasis has been put on the local experience: points of sale partnerships (restaurants, bars and liquor stores), local groups (called “societies”), and – very interestingly – the ability for “successful Christiania Ambassadors” to become company shareholders.