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Expanding the palette W hen you call your vodka Van Gogh, you'd better live up to the name. The most famous Dutch artist of the 19th cen- tury—some say the greatest painter of all time—provides a challenging inspiration, with his vibrant palette and three-dimensional technique. Van Gogh vodka steps up to the can- vas with a brilliantly colorful range of 19 deep flavors, not to mention the original Classic and new Van Gogh Blue Triple Wheat, and an excellent gin to boot. "If you ask me which flavor will be our next, I couldn't tell you," says Norman Bonchick, Chairman and CEO of Van Gogh Imports, "but I can tell you we're constantly working on new ones." Some of the most popu- lar currently are Van Gogh Double Espresso, Açai-Blueberry, Dutch Chocolate, Pineapple and Dutch Caramel. "It's only been out for three months, but the Dutch Caramel is the fastest-moving of any flavor we've ever introduced," remarks Bonchick. "The demand is phenomenal; we've run out four times." Other flavors include citrusy Oranje and Citroen; fruit-driven Wild Appel, Melon, Raspberry and Black Cherry; luscious Vanilla; tropical Banana and Coconut; and exotic Mango and Mojito Mint. Van Gogh is made at the vener- able Royal Dirkzwager Distilleries in Schiedam, Holland, a 130-year-old operation that holds a royal appoint- ment from Queen Beatrix of the Netherlands. The Master Distiller, Tim Vos, is a Dutch native and a second- generation distiller who grew up in the business. Vos created the propri- etary multiple distillation, followed by an all-natural double infusion for the flavored versions; the entire process, much of it secret, takes six weeks. Vos finds it most exciting to work on new flavors. "Sourcing the right raw materials, fine-tuning the recipe, at- taining that perfect balance between flavor intensity, aroma and texture—it is always a kick to get all this right." According to Bonchick, the line- up is geared to the American taste profile, since U.S. consumers have developed a seemingly unquench- able thirst for flavored vodkas. While most of the Van Gogh flavored range is crystal clear in the manner of standard vodka, the Pomegran- ate, Açai-Blueberry, Dutch Caramel and Double Espresso expressions buck tradition by featuring saturated colors that add distinct drama to Martinis and other cocktails. In addi- tion, the Double Espresso flavor has a caffeine boost. (Bonchick refers to the clear, non-caffeinated Espresso flavor as "our decaf.") Mixologists love Van Gogh vodkas for the almost endless possibilities they present behind the bar. "The strength of our brand," states the CEO categorically, "is that once they Van GoGH's painTErly rangE oF Flavors providEs somEThing For EvEry vodKa lovEr's palaTE Brand spoTlighT 82 / the tasting panel / january–february 2010