As the
vodka market becomes ever more crowded,
brands
increasingly promote technical details, such as
the
ingredients, to assert their individuality. Another
option
is to highlight the distillation method, with Ketel
One,
for example, using pot stills, whereas virtually all
vodkas
use continuous stills.
Pot
stills are the most historic method used to
produce spirits such as Cognac and malt whisky, which
can
only be undertaken in individual batches.
Meanwhile, continuous stills can distil on a perpetual
basis,
and on a much greater scale.
Technicalities such as the distillation method can
certainly contribute to the marketing of a brand, but
quantifying what they contribute to the flavour is the
real
issue. While each distillation method provides
varying opportunities, both can produce superb results.
So,
what really matters is the master distiller’s skill: how
the
stills are utilised, rather than the actual method.
While
technicalities appeal to some vodka drinkers,
others
choose brands according to more immediate
criteria: stylish packaging and evocative, lifestyle
advertising.
If the
actual vodka is discussed, it is usually limited to
“I
like it/don’t like it.” Being aware of ingredients, and
judging the flavour of a brand according to the
ingredient it’s distilled from, is still restricted to
connoisseurs.
But
then how many people ever get to the actual
flavour of a vodka ? Sipping neat vodka or a Dry
Martini, which actually showcases a brand’s character,
only
accounts for a fraction of total consumption. Most
vodka
is served in a cocktail or long drink which makes
it
difficult, if not impossible, to discern the brand’s
quality and character. So, supreme mixability is a great
asset,
but it can also be a barrier to discovering what
vodka
actually offers.
Meanwhile, cocktail culture is only just beginning in
Poland
and Russia, where drinking vodka neat remains
the
norm. Serving vodka at room temperature is hardly
unusual either. As chilling vodka highlights the
dominant characteristic, while diminishing subtler
nuances, more complex vodkas show their full range at
room
temperature.
The
Polish/Russian toast, ‘na zdrowie/nazdorovye’
(meaning ‘to your health’) is not simply a polite gesture.
Vodka
is renowned for purity, and contains a lower level
of
congeners (the impurities responsible for hangovers)
than
other spirits. That’s why drinking vodka is regarded
as a
‘guarantee’ against hangovers. This does, of course,
depend
on how much you drink. If you get a hangover
don’t
blame the vodka: it’s your own fault.