For a very specific audience, which includes the Kardashians, vinegar is seen as an "elixir of the gods". It's cool, it's a must-have in the best recipes, it has many health benefits, and can be accounted for many other good things. But for the general public, vinegar is just a poor cousin, not cool enough to hang with olive oil or with the many spices we use daily. The choice is purely functional. It doesn't matter the brand or the quality of the product. Result: vinegar is not valued at all. The vinegar brand Cristal is the most traditional Portuguese brand in the sector. And, naturally, it feels the responsibility to elevate the category as a whole, highlighting how vinegar is a natural product that has much more value and potential than people think. To show that “a touch of vinegar makes everything precious”. We went deep into the name Cristal and found that by putting vinegar in stones, and leaving them in the right conditions, unique crystals are born.