Written by Peter Brooker in Food & Drink on the 29th October 2015

We really have gone full circle with Mountain Men haven't we? Mountain Men used to have neanderthalic qualities, inarticulate, rocking a Gallagher-esque Mono-brow with a beard you could stash your pork scratchings in. Imagine Ray Lamontange if you took away his acoustic guitar and stuck him in a loin cloth. Now all of a sudden the PR team behind the Mountain Man have upped their game. They've stuck a Cîroc Cocktail in his hand, got a chiselled German adonis to be the face of said Mountain Man and have legendary photographer Mario Testino take his picture three thousand feet up the slopes of the Solden Mountains (The location is also where the major action scene in the upcoming James Bond film SPECTRE was filmed).

So who is this Johannes Huebl? Johannes has fronted campaigns for luxury brands; recently launched his own capsule collection and become a member of the prestigious MR PORTER style council. He only has 731k followers on Instagram and is married to Olivia Palermo, famous for some reality TV show I've never heard of. God I hate this guy. He wins the DNA lottery, hooks up with a dimpled vision 10 years his junior and gets handed free Cîroc cocktails to drink up a mountain with his model friends. I just hope he has a really small package. Only joking Johannes, you're drinking my favourite Vodka, and I'd never wish that on anyone, no matter how much seething bitter jealously I have cursing through my veins.

What we do know about Johannes is that he's what some girls might call 'The Complete Package'. He's studied applied cultural science with the emphasis in film and photography, cultural history and philosophy before being asked to join Promod Model Agency in Hamburg, where his career began. Since then he's worked for clients such as Hugo Boss, Ralph Lauren, MontBlanc and featured in every magazine worth its salt - GQ, Vanity Fair, Vogue, Viz, Elle, Marie Claire, Harper’s Bazaar to name but a few (Not really Viz, I was just checking you were paying attention). This latest collaboration with Cîroc Vodka for the unveiling of their third series of images for their ‘On Arrival’ story is shot by visionary photographer Mario Testino which is the latest peacock feathered arrow in his luxurious leather grained quiver.

“I loved the shoot location it reminds me of the days spent skiing in the Alps with my friends and the fun and spirit of après-ski. I am also a big James Bond fan so shooting in the same location is pretty special. My Cîroc vodka martini? Shaken of course!" - Johannes Huebl

Johannes Huebl, Mario Testino and Cîroc Vodka team up for an 'on arrival' photoshoot at a Bond location mountain.