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In 2002, American consumption of distilled spirits totaled 153 million cases. Vodka-infused drinks alone claimed 26.6% of all distilled spirits sold in the United States, making it the most popular liquor sold in the country. Much of this desire for premium alcohol comes from the consumers’ growing thirst for fruit-infused vodkas and other flavored beverages. According to Time magazine, Russia, which has a population of nearly 146 million people, consumes 4 billion liters of vodka a year.
Clearly vodka has penetrated society as the staple spirit of choice. In essence, vodka is essentially an un-aged neutral spirit purified by distillation from fermented substances such as grains or fruits. It shares the root word for ‘water’ in various Slavic languages, such as voda or woda, and translates literally as ‘dear little water’. Its history remains in question too. The Russians and Poles often debate about their discovery of the spirit. Regardless of who invented vodka, one thing for certain is this - its arrival in Russia in the 14th century heralded vodka’s new beginning.
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The production of vodka starts from the distillation process, and most vodka today is made from grains such as wheat, rye or corn. Initially, vodka was the product of a single distillation to a relatively low proof. Manufacturers soon learned, however, the benefits of multiple distillations. Extra distillation steps mean the final spirit has a higher strength and purity. To further improve the latter, the spirit is filtered through charcoal and other media, which reduces vodka to its purest form, which is essentially pure alcohol. For this reason, it is diluted with water before bottling to give it its final alcohol content and flavor, depending on the water’s source.
Since vodka has no color and carries only the clean aroma of pure spirit from the still, some makers add flavors to improve its taste. Common flavorings include vanilla, chocolate and fruits such as pear, raspberry and lychee. These natural flavorings are added in the final distillation to give the spirit its taste that is unique to brands such as Absolut’s Mandarin and 42 Below’s Passionfruit.
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In order to cater to the large market of vodka connoisseurs and aficionados, manufacturers sought creative ways and means to separate their brands from the rest. These include unique distillation processes and ingredients, exceptional bottle design, and premium status. Relative newcomer, 42 Below, uses genetically engineered-free wheat and is distilled four times and put through 35 separate filtering processes. It then distills the vodka three times and ‘washes’ it in spring water to thin it, before distilling it one last time.
Roberto Cavalli Vodka is made using pure water from the peaks of Monte Rose in Italy and filtered through layers of crushed Italian marble. From New Zealand, 26000 Vodka uses pristine paleowater that is said to be 260 centuries old. This ultra-premium vodka is triple distilled with grain and paleowater, which results in crystalline, a form of pure vodka. Diaka Vodka, the priciest in the market, is named after a unique filtration process involving one hundred diamonds of up to one-carat in size. Apparently the patented process took three years of research and development before being approved.
Then there are those that manufacture vodka in small quantities in order to ensure only the highest quality vodka is sold. Chopin and Ketel One, for instance, are produced in small batches to main strict standards. Of course, we must not forget what is regarded as the best of them all, Grey Goose, which declared itself as the ‘world’s best tasting vodka’. It was a bold move on the marketer’s part, but one that eventually paid off. Since its introduction in 1997, Grey Goose has won multiple industry awards and is regarded unanimously by many as the world’s premium vodka.
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So how does one best enjoy vodka? It is mostly taken chilled, straight up in small glasses and accompanied by appetizers. However much of it depends on culture. The Russians, for instance, drink vodka ‘a la ruse’, meaning in accordance with Russian traditions. They drink it neat and never mix it with anything, not even with ice. It is simply served cool in special vodka glasses. The latter usually holds up to 70mL, whereas larger glasses are accompanied by ‘zakuski’ (hors d’ oeuvres).
Most people prefer to savor caviar along with vodka. Ideally the caviar should be fresh and chilled and served without condiments. Purists claim that vodka, not champagne, is the drink of choice as the cool fresh taste of vodka cuts the salt of the caviar and cleanses the palate. Smoked fish, salami and cheese are also fine choices to consider when drinking vodka.
Whether you’re a purist who goes for the best, in this case, Grey Goose, or the adventurous connoisseur who appreciates the attitude that is 42 Below, you can’t deny vodka’s influence and significance on the alcohol industry. Vodka is here to stay. And to think it all began as a humble, dear little water. 
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Grey Goose (France)
Distilled from French wheat and natural spring water and filtered through champagne limestone, Grey Goose is regarded unanimously by many as the world’s premium vodka. It has scored 96 by the Beverage Testing Institute of Chicago.
Ketel One (Netherlands)
Made from pure wheat, this luxury vodka is made in small batches to ensure high quality. The first and last 100 gallons are discarded because they are considered too harsh or weak.
Belvedere (Poland)
It is distilled four times from Dankowskie Gold Rye, a single type of grain. It comes in orange and lemon-lime flavors and uses real fruit in the distillation process, as opposed to fruit flavorings.
26000 Vodka (New Zealand)
This handmade vodka is distilled in small batches to ensure strict quality and is made from paleowater that is said to be 260 centuries old. It comes in Raspberry & Lemon, and Lychee and is distilled from real organic fruits.
Roberto Cavalli Vodka (Italy)
Made from water from the peaks of Monte Rose in Italy, it results in a smooth spirit. The glass bottle is adorned with a serpent curling around it and is designed none other than Cavalli himself.
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