ABOUT TULAR
An Impactful Elixir
Vodka by TULAR is the world’s first ultra-premium spirit made from 100% upcycled fruit from California’s Central Valley where much of North America’s fruits and vegetables are grown and where stringent retail standards for size, density, and aesthetic imperfections result in up to 50% of this bounty never making it to store shelves. Locals call it the ‘hidden harvest.’
Our mission is to champion a vibrant circular economy by transforming hidden harvest fruits into the most sustainable and delicious spirit ever made. Vodka by TULAR is not just another vodka; it’s an impact-driven, fully sustainable elixir that’s helping to transform the food system’s most complex environmental challenge into an impactful, transformative experience.
Every bottle of TULAR is made using 25 lbs of fruit that would otherwise go to landfills and contribute to the greenhouse gasses those landfills emits. So, So, drink well and consciously. The planet will thank you.
About conscious beverages
Headquartered in Napa, CA, Conscious Beverages, Inc. was formed by renowned beverage innovator Tracey Mason after learning of the massive environmental crisis caused by graded-out fruit. Supported by an all-female team of industry titans, Tracey set out on a mission to champion a vibrant circular economy by transforming graded-out fruit into the best tasting and most sustainable spirit ever made.
From there, Vodka by TULAR was born.
About the Founder & CEO
Tracey has successfully created innovative products in the beverage space for over 25 years. Her experience includes serving as Co-Founder & CEO of award-winning infused wine company House of Saka, named Most Innovative Small Business in Cannabis by Benzinga in 2022; SVP of Marketing & Digitally Native Brands at VWE; Chief Strategy & Innovation Officer for CannaCraft; CMO of Terravant Wine Co; SVP of Marketing & Innovation at Purple Wine + Spirits; EVP of Global Marketing for Goelet Wine Estates; VP of Global Innovation at Treasury Wine Estates; Director of Commercial Innovation at Diageo; and VP of Sales and Marketing at Epic Wines.
A proud and active board advisor, artist and champion of female equality, Tracey has found comfort in the uncomfortable — a trait that’s served her well both in life and in her entrepreneurial ventures.
The world’s first ultra-premium vodka made from 100% upcycled fruit from California’s Central Valley
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