Vision 100


Åsa Caap

CEO & co-founder


Åsa Caap is a Stockholm-based entrepreneur with a background in marketing and innovation, having previously been global innovation director at Absolut. She is responsible for launching the community-based Our/Vodka brand within Pernod Ricard, for which she was awarded Sweden’s Intrapreneur of the Year accolade. She started by building a distillery in Berlin and now steers the brand globally with local people producing vodka in cities around the world, but she cites the Berlin launchin 2013 as her proudest moment. Caap is also involved in promoting female entrepreneurship with a coaching role at not-for-profit organisation The Hunger Project, as well as fundraising for The Swedish Childhood Cancer Foundaion. “As an ‘intrapreneur’ running a startup in a large corporation, my biggest challenge will always be to navigate the big versus the small,” she says.

Lightbulb moment: “Do what you believe in, the way you want to do it and don’t think about how it will be perceived by others.”