Fallen was created by Virgin in partnership with Glenmorangie. True to Virgin values, the brand offers an alternative perspective in an over-populated sector—an antidote to mainstream vodka brands that typically concentrate on communicating a sense of product purity. Fallen ironically celebrates the idea of imperfection. This idea is captured in the strapline 'there's more soul in imperfection.' Available in three variants, each pack tells an engaging story, explaining the imperfect theme.