Former Campari America marketing vice president Umberto Luchini has launched Blood x Sweat x Tears Vodka, which celebrates the "rebellious and the spirited".Oregon-based Wolf Spirit, which was founded by Luchini, has launched Blood x Sweat x Tears vodka, the company’s first foray into the spirits industry. The newly launched vodka, developed by chief maker Ben Green, has been triple-distilled from Pacific Northwest winter wheat and freeze filtered to create “a vodka with bold character that is exceptionally smooth”. The brand's name is said to represent origin, blood; work ethic, sweat; and the "struggle of all triumphs and tribulations", tears. Blood x Sweat x Tears is presented in a matte black glass bottle with artwork that pays tribute to Oregon, featuring landmarks such as the Benson Footbridge, the Three Sisters and the Lost Lake. Initially launching in specialty retail in California, Colorado, and Oregon, the expression is available in 750ml bottles carrying a recommended retail price of US$27.99. Blood x Sweat x Tears is the latest brand to be developed by Luchini, who previously work on Espolòn Tequila. To create the brand, Luchini partnered with Chris Panaia, an industry veteran who launched brands including Effen Vodka and Lucid Absinthe.