Inspiring Conversations with Karina Saranovic of RÄK

Today we’d like to introduce you to Karina Saranovic.

Hi Karina, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My path to launching a spirits brand has been a bit unconventional, although looking back, all of my past experiences have aided me in starting the company. I’m a UCLA alumni who majored in political science and minored in theater before heading to law school. As a California native, I was naturally interested in acting and broadcast news while growing up. Over the years, I gravitated towards entrepreneurship, including starting a boutique real estate brokerage that focuses on representing fashion clients in the commercial/industrial space.

With a European background, I was also introduced to travel from a young age, which sparked my interest in exploring business opportunities abroad. Fast forward to today, I embarked on launching my import company RÄK Spirits to share the distilled spirit rakia with the States.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
As with all startups, there have been bumps and obstacles in the initial stages. From visiting distilleries in Europe right as global travel lockdowns were taking hold to encountering the logistics crisis during the pandemic, the beginnings of the company have been far from smooth.

Introducing a product with a less-known classification and name is of course challenging as well.

Rakia is a fruit-based distilled spirit which derives its name from a long-standing and extremely popular liquor from the Balkan region. Although it shares properties with some well-known liquors in the United States, our spirit is clear in color, has a lower 33% ABV, and offers a diverse selection of fruit varieties, including plum, pear, apricot, and grape.

Alright, so let’s switch gears a bit and talk business. What should we know?
Our brand is called RÄK, and our four fruit offerings lend themselves to a wide array of mixology concepts. We refer to our cocktails as “RÄKtails,” and our full menu can be accessed on our website.

Our product specs differentiate us from others. All of our distilled spirits are vegan, gluten-free, grain-free and do not have any added sugars, carbs or artificial flavorings. Usually when you hear that lineup, taste tends to be compromised. Not in our case – our spirits also happen to be delicious.

At 33% ABV (66 Proof), RÄK mixes effortlessly into an assortment of traditional craft cocktails but can also be enjoyed neat or with a simple seltzer. It’s not every day you spot plum, pear, grape, and apricot flavors in a cocktail, so each item on our menu offers a unique tasting experience.

Our long-term underlying mission will also likely set us apart. Being a smaller company, we have the flexibility to incorporate humor and experiment with marketing, events, and campaigns. Importantly, we also plan on integrating charity into our operations and have been reaching out to select nonprofits we look forward to announcing soon.

What’s next?
Although California is currently our target market, we are looking to expand distribution to other states including those along Route 66. The Route holds a special place after we had the chance to road trip over 2,000 miles from Chicago to Santa Monica in our orange FIAT earlier this year. This was the first of an ongoing “Proof 66” marketing campaign, which not only refers to our alcohol proof but also ties into our company culture of adventuring, dreaming, and loving new experiences and all that is boutique or unique.

Some Angelenos might be surprised by how many times they’ve driven along Route 66 while traversing the city too. The original road stretched through numerous Californian neighborhoods including Pasadena to Downtown LA through Sunset Blvd and Beverly Hills before reaching Santa Monica Blvd which led to the end of the road in Santa Monica. There are still references to Route 66 sprinkled around LA, including signs in Santa Monica and West Hollywood. The neon throughout town also preserves some of the Route’s vintage tradition. With its presence still felt in LA, we plan on hosting events to commemorate the upcoming 100-year anniversary of the Route.

We are also looking forward to launching our new online merch store soon. The apparel will consist of activewear showcasing our four fruits in different designs and patterns.

Down the road, we have also started exploring the potential for creating a ready-to-drink line based on our standouts from our signature RÄKtail menu.

Looking to the more distant future, our ultimate goal is to continue importing high-quality products from Europe, as well as commencing manufacturing operations locally to create the ultimate rakia destination right here in California.

Contact Info:

• Website: www.rakspirits.com
• Instagram: @rakspirits
• Linkedin: https://www.linkedin.com/in/karina-saranovic-2b78896