Lots of brands say Tis the Season, but not every brand sends Merry Wishes to an entire country.

Reyka Vodka is reaching out to all Icelanders in real time on a Facebook Live taking place now! In partnership with creative ad agency Red Tettemer O’Connell + Partners (RTO+P), the small batch brand is hosting a special “holiday-themed” Facebook Live event featuring Fridrik, a proud native Icelander & quirky character who is the unofficial spokesman for the Reyka brand.

Though the “holiday” theme is on point for this time of year, the format for today’s livestream is unique – it will consist of Fridrik wishing over 320,000 Icelanders a Happy Holiday. He literally will be calling out 4,512 names from 1-5pm ET – each Icelandic name as listed by The Icelandic Naming Committee.

Watch it HERE.