Issue link: http://digital.copcomm.com/i/39104
THE BRAND THE GIST SOBIESKI VODKA This Polish luxury vodka is quadruple-distilled from golden Dankowski rye and soft spring water at a 150-year-old estate. Regal lineage notwithstanding, this extraordinary import is inexplicably priced under $15 per 750 ml. THREE OLIVES VODKA Quadruple-distilled from high-grade wheat and rendered to 80 proof with demineralized water from Lake Vyrnwy in Wales. After distillation, the vodka is triple-fi ltered through thick beds of charcoal to remove any remaining trace impurities. TITO’S HANDMADE VODKA Produced at the fi rst legal distillery in Texas, Tito’s is distilled in small batches from high-grade corn. To best ensure utmost quality, brand owner Tito Beveridge personally assesses each batch. Despite the brand’s modest price, the all-American spirit can go head-to- head with the world’s best and not even break a sweat. ULTIMAT Crafted in Bielsko-Biala, Poland, Ultimat is made from an innovative mash comprised of 70% potato and 30% wheat and rye. Each constituent ingredient contributes to the fi nished product’s bouquet and taste profi le. The vodka is then meticulously fi ltered to remove all trace impurities and then bottled at 80 proof. VERMONT GOLD What could be more uniquely American than distilling vodka from 100% Vermont maple sugar? Made in St. Johnsbury, Vermont, the 80-proof artisanal spirit is triple-distilled in a pot still from maple sap and spring water and lightly fi ltered through charcoal. Aromatic and palate-pleasing. THE STATS ORIGIN: Poland DISTLLED FROM: rye SRP: $13.95 SUPPLIER: Imperial Brands THINK WHILE YOU DRINK King Jan III Sobieski embodied the Polish spirit. ORIGIN: Wales DISTLLED FROM: wheat SRP: $24.95 SUPPLIER: Proximo Spirits Make ours a triple. ORIGIN: Texas, USA DISTLLED FROM: corn SRP: $19.95 SUPPLIER: Fifth Generation, Inc. Yep, his name really is Tito Beveridge. ORIGIN: Poland DISTLLED FROM: potatoes, wheat, rye SRP: $34.95 SUPPLIER: Patrón Spirits Poland, “birthplace of vodka.” ORIGIN: Vermont, USA DISTLLED FROM: maple sap SRP: $36.95 SUPPLIER: Vermont Spirits Pure goodness from Vermont. DON’T LET THEIR TRANSPARENCY FOOL YOU WATER OF LIFE As is true with most high-ticket items, premium and super-premium spirits don’t sell themselves. Vodkas included. Without a marketing strategy in place you risk realizing a low return on investment on what should be a vibrant and dynamic aspect of your business. To help avoid that here are a few vodka tidbits to pass on to your staff. —R.P. VARIETAL STATUS Like other noble spirits, premium vodkas are products of their homelands and environments and need to be marketed as such. High-end vodkas are now being made in nearly every country, quite possibly within easy driving distance of your establishment. Stressing the concept of terrior will greatly enhance the distinction between each particular brand. The character of the water used in a vodka’s production—such as spring water, artesian water, peat-fi ltered water or water sourced from glacial lakes—is a signifi cant point of differentiation between brands. An 80-proof spirit contains 60% water. All things being equal, the better the water, the better the resulting spirit. It, too, is something that needs be mentioned when recommending a vodka. VODKA PROFILING Equally important is what the vodka is distilled from, be it corn, potatoes, rye or winter wheat. Each will produce a distinctively different spirit. Most neutral vodkas are distilled from corn, which yields the most alcohol per bushel. The most expensive and technically challenging starch to distill into vodka are potatoes; done well, it’s a treat for the senses with characteristically oily textured bodies and vegetal bouquets. Rye vodkas are prized for their spicy, tangy fl avors, while those distilled from wheat typically have delectably sweet notes on the fi nish. SERVICE TIP Serving vodka straight from the freezer is often por- trayed as the method preferred by enthusiasts and afi cionados. Well perhaps, but the colder a spirit is, the less there is to appreciate about its character. Even mediocre vodkas make passable tipples when served icy cold. Instead, store premium vodkas in the cooler and serve them in chilled glassware. It’s the best of both worlds. august 201 1 / the tasting panel / 81