Neyah White, fresh from a dinner sponsored by Absolut, is still having none of it. "I am on the record as blaming Absolut for starting the whole vodka thing with their ad campaigns in the 80's and 90's. They were very cool, but got people looking at the bottle and caring more about it than the stuff inside." He went on to tell us that he doesn't hate on vodka just because it's what all the cool kids are doing, he just genuinely hates it."Vodka, as a category, is full of liars. A rudimentary understanding of how a column still works will tell you the much-hyped 'number of times distilled' is completely meaningless. The filtration techniques are a means of hiding poor craftsmanship in the distillation, and they remove anything that might have been interesting to taste or smell from the spirit. The vast majority of 'hand-crafted' vodkas are actually rectified spirit purchased and processed -- people selling themselves as artisanal craftsman are buying tankloads of industrial spirit from the same same factories that supply perfumers and chemical makers, running it through their little copper still a few times, passing it through charcoal to try to get the esters out, and calling it hand-made.
"But my my biggest complaint with the category is that the pricing is just plain disrespectful. The bottle costs more than the juice inside. Compared to every other category, vodka is the cheapest spirit to make. Yet, the premium brands blind the consumer with fancy bottles and meaningless production trivia then charge them $35 a liter. It is quite obvious that the people who put together crap like this do no respect to me or the drinking public. I don't like doing business with people who don't respect me."
Current Music: Asuka Sakai & Ado Mizumori -- Makka na Bara to Gin Tonic ♬