Lifting Our Spirits: The Reawakening of the Vodka Culture
By Curt Riedy ~ Photographs By Mark Margraff
Fall 2007
There’s a revolution stirring amongst us. The sweetest, most delicious revolution you’ve ever tasted. In fact, the beginning of it all could be swirling around it your martini glass right this second.
With its various flavorings, colorless appearance, and a notorious reputation for remarkably high alcohol content, there is one drink that has long held prominence as one of the world’s most consumed “distilled beverages.” Perceived as a blessing to those of us who happen to dislike the taste of beer, vodka has been the top choice of innumerable night-life outings for hundreds of years.
The spirit’s popularity can be attributed to several factors, most of which can be found in its many concoctions, from the Screwdriver and Bloody Mary, to the countless martinis that have accompanied us as we cozied up to the bar. Its genuine appeal is undeniable. A good vodka can set the perfect vibe, creating just the right mood through a unique aroma or taste sensation. A good vodka can create a blissful world of its own, from a go-for-broke upscale bash to a relaxing night under the stars on your favorite beach.
The Basics
Sure, it may be all the rage now, but don’t think for a second that this esteemed beverage has suddenly gained its relevancy as one of the world’s top spirits. While some have identified Poland as vodka’s initial birthplace, its origins have mostly remained unknown. Earliest traces date back somewhere within the Middle Ages, where it was largely used for medicinal purposes.
For centuries, vodka earned quite a mixed perception for itself. In fact, it wasn’t until the late 70’s that vodka begun to take precedence over other spirits, acquiring its own true sense of purpose and overcoming common perception to become a top luxury beverage.
Its birth is deceivingly simple. When deprived of oxygen, a yeast cell can turn sugar to ethanol and carbon dioxide, thus initiating the process of fermentation. Once distilled, our friend vodka can be born (in addition to a few dozen other friendly spirits). While the actual process of making the spirit isn’t exactly rocket science, there is an unquestionable and definitive art to making it right.
From molasses to whey, vodka can theoretically be made from any fermentable substance, but it is how the fermentation process occurs, and the specific ingredients used, that makes the good ones so damn good.
Unique Distillation (From what’s most effective to what is, quite frankly, “The Best”)
For over 400 years, the most common tradition of producing the purest and most distinct vodka is to exclusively use grain for the distillation process. Absolut, for instance, uses grain, as well as a continuous distillation method, to ensure its beverage remains smooth, in addition to keeping it low in unwanted by-products.
Absolut’s history actually dates back to the earliest production of distilled spirits, beginning in southern Sweden more than 400 years ago. From there, it went from a 19th century Swedish entrepreneur’s vision to Sweden’s modern vodka-making expertise (in fact, the entire story of Absolut’s origin can be found on the bottle itself).
Now, when the Beverage Tasting Institute declares you “The World’s Best Tasting Vodka”, there’s usually a pretty good reason for it. Such is the case for Grey Goose Vodka, whose measure of success can be greatly attributed to the watchful eye of its Maitre de Chai, Francois Thibault. In fact, the Maitre’s contributions have made Grey Goose the first and only vodka brand to place its entire production in the hands of a skilled artisan.
The distinctive taste that Thibault has brought to the Grey Goose brand draws heavily from its origins in the Town of Cognac, located South Westerly region of Poitou-Charentes, France, where it is distilled and bottled. The oft-celebrated town of Cognac is extremely well-known for its highly developed history of expertise in various spirits, such as its namesake. With excellent growing conditions and an exceptionally dry climate, the area is ideal for the production of vodka, drawing in the world’s leading experts in spirit distillation for centuries.
Grey Goose’s creation begins with 100% fine wheat sourced direct from the acclaimed Beauce region of France (a region known for its to-die-for pastries). They then incorporate a 5-step distillation process, maximized at each step to retain the qualities of the French wheat, as well as ensure the essential characteristics that define the Grey Goose flavor. Each step leaves the vodka smoother and more refined. After the fifth step, the proof is so strong that the palate cannot properly taste it, and is then naturally filtered with artesian spring water from the Massif Central Mountains.
“The Grey Goose consumer is one who appreciates quality,” states Britt West, Grey Goose Senior Marketing Manager. “They appreciate the know-how that goes into every bottle, while embracing a bit of joie de vivre (the cheerful enjoyment of life).”
Belvedere, another vodka with similarly esteemed origins, hails from the small town of Zyrardów in the Mazovian plains west of Warsaw, Poland. Following traditions dating back over 600 years, Belvedere is handcrafted in small batches to ensure superior quality of the highest standard.
It is this desire for quality that can allow even the most drastic precautions. Belvedere’s particular blend is distilled four times, the optimum number for enhancing the character of the blend. In particular, Belvedere will often go to extremes to ensure quality, even destroying an entire batch if a taste sampling shows even the slightest hint of imbalance.
Staying on the Edge
In the world of high-end luxury vodkas, the drive and desire to stay on the edge of public demand is of absolute importance, and the constant need to push the envelope of the spirit is incredibly vital to all brands involved. Luxury vodkas such as Grey Goose, Skyy, Belvedere, Stoli and countless others have all done their part to raise the public perception of the centuries-old concoction, bringing the spirit from a mere addition to your favorite drink to a bona fide extension of the joy of life.
Since its North American introduction in 1996, Belvedere’s consumer demand and world-wide recognition has increased at an incredible pace. In fact, the vodka proudly boasts to have single-handedly created the rapidly-growing luxury vodka segment, offering a luxury experience to a broad international consumer base of vodka enthusiasts and connoisseurs. From sponsoring after-parties for superstars such as Jamie Foxx, to being a constant presence at sporting events and premieres, Belvedere keeps its eye on the pulse of today’s culture.
Grey Goose also maintains this specific relevance by remaining a strong presence in the public eye, from sponsoring major PGA tournaments and backstage celebrity gatherings, to some of the most important charity benefits. In 2005, The company launched its own entertainment arm with a focus on producing original content for music, television, and film.
“We constantly seek to bring new things to our consumers”, said Witt. “Recently, our efforts have included such productions as Iconoclasts Seasons III and the Artist’s Den, under our production arm of Grey Goose Entertainment.”
The Flavor Rush
Another boundary-pushing method to stay prominent in the public eye is, of course, flavor. Flavored vodka has played an incredibly vital role in producing the outstanding sales achieved by companies such as Grey Goose, Belvedere, and Absolut.
As consumers’ taste matures and the public’s desire for the unique continues to increase, new flavors are often introduced to appease the masses, and allows beverage-makers the opportunity for countless new sensations to sweep the world over.
One especially notable brand constantly pushing the boundaries of the medium is Absolut. Absolut has established itself as a vodka of many choices, running the gamut of essential fruit flavors, from Rasberri to Mandarin to Kurant, each one retaining the vodka’s original rich taste and smooth flavor.
Both Grey Goose and Absolut have recently added two new flavors to their ever-growing families, both taken from the same fruit…the pear. Grey Goose La Poire, the first pear-flavored vodka to hit the market, is a super-premium vodka with blends together a lightly sweet flavor with the unique scents of wildflower and honeysuckle. The new flavor was created after Thibault tasted a tarte poire from a local French patisserie, and immediately wanted to capture the essence of the flavor. The essence of Buerre d’Anjou (Anjou Pears) is creatively blended by Grey Goose’s Maitre de Chai with the vodka to create the distinct flavorings.
The other pear-infused selection, Absolut Pears, offers the consumer a natural, full-bodied sensation that captures a distinctive sensual aroma, as well as a decidedly long, fruity aftertaste. Also taking inspiration from the Anjou Pear, Absolut’s creation emits a freshness that’s both rich and bold, while still retaining its own definitive flavor.
One inspiration of both of these brands is to introduce their new pear flavors as a way to offer both bartenders and the consumer a chance to experiment. A new flavor can open up a plethora of possibilities and creativity as new cocktails are discovered and enjoyed.
Another exciting aspect of the products is the new dessert-inspired category that both Absolut and Grey Goose have opened up with their new pear flavors, something entirely different for the vodka industry as a whole. The distinct flavor of this fruit offers a compliment and inspiration to the Cosmopolitan, the Martini, and other classic drinks of old, creating an unlimited and decidedly sweet plethora of new recipes on the horizon.
“Innovation is about staying relevant,” said Grey Goose’s West. “We constantly seek to bring new things to our consumers.” 
