Tito’s Vodka

It is ironic that the spirit that varies the least in quality has become the focus of the most debate about superiority. Vodka remains the dominating elixir of choice because of versatility and mixing potential; however, this widespread appeal is attributable to its fundamental definition as an odorless and tasteless spirit. While no vodka obtains a complete blank tasting and aromatic profile, the difference between vodkas is usually indiscernible. Over the past years, some brands such as Ciroc and Napa Valley’s Roth have pushed the boundaries of the vodka definition creating spirits with a more distinct flavor profile derived from the distillation of grapes. Not only do the lines between vodka and eau de vie seem to be blurring, other vodkas are being produced from beets, rice, and just about anything that can be used to create alcohol. Recently, the European Union debated the definition of vodka and decided that vodkas made from alternative sources, or those outside of the more traditional grain and potatoes, should clearly state their composition on their labels. In short, after days of debating, the EU settled on a resolution that will change nothing about the vodka industry.

Vodkas that are produced from obscure sources want nothing more than for you to know that they are “the world’s first vodka distilled from bananas harvested by trained spider monkeys and distilled 44.14159 times before being hand bottled”. The vodka company needs to stress that its vodka is made from a different product so that it can distinguish itself in an already overcrowded market. Basically, the EU laws enforce a practice that is already vital to each brands success. So, why the EU’s debate about vodka?

Two reasons. First, much like American politicians (but to a slightly lesser degree), avoiding important issues is a vital political tactic that prevents discussing real global problems and the consequences of unpopular decisions. Vodka shouldn’t anger that many people; addressing the situation in Iraq is usually going to inspire some emotional discussion - too bad vodka can’t be made from oil. Second, the vodka industry carries a lot of financial weight. Requiring that all vodkas be made from grains potentially eliminates a vast group of competitors from the market. While the new regulations seemingly distinguish traditional vodkas, the reality is that the presence of the term vodka is all that matters to a brand because it grants access to the vodka consumer.

With such a large selection, choosing a vodka seems like a daunting task. Facing an endless collection of impressive bottles and fancy graphics, how can one not feel like Indiana Jones standing in front of a hundred cups trying to choose a holy grail which will help to heal his father and defeat the Nazis? If you feel this way, just do what our hero does, make a wise choice and select the vodka that looks the least attractive. It would be hard not to choose Tito’s. A plain brown label and relatively unattractive design represents the micro-distillery’s Texas charm. Tito’s is made from grain and distilled six times, meaning the vodka used additional distillations to improve the smoothness of the vodka while minimizing any taste or odor. In short, it is a well-made vodka that should satisfy any need for the white spirit.

While some vodka brand loyalists would argue that other brands are more premium, even debating this issue is more trouble than it is worth. I don’t care that Jean Marco XO is distilled 9 times. I would bet money that you could hardly distinguish between a Jean Marco bottle bought at the store and one that had not been put through the final 3 distillations. While additional distillations help to improve the quality of the vodka, at a certain point the process becomes pointless and indiscernible. Again, the only reason for the high number of distillations is because of marketability. Now, I am not saying that there aren’t differences between vodkas or even that the spirit cannot and should not be appreciated independently. However, the fact that mainstream consumers of spirits spend more time debating the quality and tastes of vodkas more than any other spirit is sad.

It is true that some vodkas taste differently than others, but in most cocktails, the difference is impossible to detect. Some would argue that they enjoy drinking vodka neat or on the rocks. Why? If you are going to sit down with a spirit and drink it independently, why would you choose one that has very little to offer? Few people realize that the most influential element affecting the taste of vodka is the water added to cut the proof of the spirit. Better water results in a better vodka, but again, most producers use high quality water which eliminates any major differences between brands. Nevertheless, brands like Skyy base their argument for superiority on the quality of their water. Maybe people enjoy appreciating different waters, but I will stick to spirits that are much more enjoyable. You drink your “Russian” vodka which is actually made outside of the steel curtain, and I’ll stick to my Laphroaig 15.

However, despite my position, I do feel that selecting a vodka brand is important and should be carefully considered. Few people realize the ongoing problems caused by the purchasing of Russian vodka companies such as Stoli following the collapse of the Soviet Union (please read my post on the Russian vodka epidemic for more information). Additionally, the enormous demand of vodka creates an massive demand for grain and other crops, often resulting in the use of harmful, non-natural substances in farming. Most vodkas are also owned by large spirits corporations which continue to negate the diversity and creativity of the industry. Considering each of these issues should influence the vodka that you do choose to purchase. I like Tito’s because I am from Texas, know people who are friends with Tito, and feel that supporting local micro-distilleries is important.

You should select a vodka for reasons that you feel are important. If you would like to support the micro-distillery movement, a couple of my favorites are Tito’s and North Shore. If you want to go organic, more and more options are popping up everyday it seems; one such brand is Liquid Ice. If you enjoy the mystique of a traditional Russian vodka, make sure that you are aware of the thousands of Russians that die every year because of the market appeal of brands like Stoli. Considering these issues reveals that the difference between brands results from what is outside of the bottle, not within. It can be easy to forget about the consequences of our purchases. Avoiding low-end brands will help to improve your cocktails, but relying on Grey Goose to make a great drink for you is an ineffective approach. Vodka is generally odorless and tasteless and falling into the super-premium marketing trap will continue to separate groups of people more than your cocktails.