The Vodka is Wearing No Clothes At All!

Our Secret Boyfriend Mike Sula digs into the longstanding fad for so-called premium vodkas. A friend of his notes that “downpouring” — the unpleasant habit of certain bars and restaurants of pouring the cheap stuff into a bottle of the good stuff — just doesn’t apply in the case of vodka, since the only difference between a $30 bottle of Stoli and a $12 plastic jug of Gordon’s is the marketing budget. He quotes from this amazing Sam’s Wines newsletter:

Put this odorless, flavorless spirit in a beautiful frosted glass bottle, have it made in France, advertise the heck out of it and charge an incredible price and, before you know it, you have created a sensation. The genius is that each Vodka is made EXACTLY like all other Vodkas: at a huge industrial distillery and is made for EXACTLY the same cost as the “cheap stuff.” The marketers are only slick enough to dress it up and create mystique around their new “Ultra-premium” Vodka. The creators of this type of Vodka (and so many more have followed their lead: “Hey let’s hire a young, hip entertainment mogul to hype our Vodka and charge $30 for it!”). These marketers must have been have read Hans Christian Andersen’s “The Emperor’s New Clothes” and created their business plan with it in mind.

Taking it one step further, I once read an article that pointed out that it’s a federal regulation that in order for something to be called “vodka,” it must be odorless, colorless, and flavorless. So ever since then, talking about how all vodka is exactly the same by regulatory law is one of my favorite party tricks. Related: I’m not very fun at parties. Related: It doesn’t stop me from snobbily ordering Ketel One.

Everybody’s picking on vodka [The Food Chain]

[Photo: Edwin Land/Flickr]

The Vodka is Wearing No Clothes At All!