Like everyone else, we love when we are right. What are we right about? Vodka.

             In a recent impartial test conducted by the ABC TV show 20/20, with Vodka drinkers as the test subjects and not experts, self styled or professional, some very amazing results occurred. The subjects were presented with 6 premium Vodkas that are the most popular among the drinking set today, Sky One, Hanger 1, Grey Goose, Belvedere, Ketel One, Stoli Elite and one economy brand, Smirnoff. The final results were astounding.

             The United States Bureau of Alcohol, Tobacco and Firearms defines Vodka as a tasteless, odorless, colorless alcoholic beverage. Well, if it is tasteless, colorless and odorless what differentiates one brand from another except snob value? Vodka made its big splash (pardon the pun) after WWII but really started to take off with the James Bond Movies. That great super spy drank Vodka Martinis that were shaken, not stirred. Today, Vodka is the most popular spirit sold in the United States. The prices of the spirits used in the test ranged from $13 for Smirnoff to $62 for Stoli Elite. The big question is, are they worth it.  

            To answer that question, we go back to the 20/20 taste test. Most of the participants in this test favored Grey Goose as their Vodka of choice for mixed drinks. When presented with the test Vodkas, neat and at room temperature, all of the tasters had the same opinion and rejected one immediately, even declaring that they would never buy it under any circumstances. You guessed it; the rejected Vodka was Grey Goose. There was no absolute favorite but two, Belvedere and Hanger One did stand out among the tasters.

            Next, the panel was presented with a mixed drink, a Cosmopolitan, made with three parts Vodka, one part Triple Sec (a clear, sweet, orange-flavored liqueur,) lime juice and cranberry juice. The results of this test were just as surprising, none on the panel could detect any difference between any of the Vodkas, the inexpensive Smirnoff included.

            So what is all of this saying? First of all, you cannot detect what Vodka your mixed drink is made of, regardless of price. Secondly, people were judging quality by the price of the ingredients.

            Fortunately or unfortunately, Vodka is the only item in the world of alcoholic beverages where a lack of positive flavor is the norm. Every other alcoholic beverage relies on its taste qualities to put it over. Just look at the many, many brands of beer on the market. All have their defenders and all have their detractors. Bringing up the subject of Scotch Whisky can cause a war. There are Highland Malts, Lowland Malts, single malts, proprietary blends and small run Scotch from obscure distillers. Champagne and sparkling wines are usually selected by price alone. The same is true for every facet of the alcohol beverage industry, including our love, wine.

            Where are we heading with all of this? Simple enough don’t judge a book by its cover and don’t judge a beverage by its price. We are very human and are swayed by the exhortations of our peers and/or seduced by the guiles of advertising. Whatever it is we seem to gyrate toward the high priced products because we consciously or unconsciously relate price to quality. That is pure nonsense.

            We have repeatedly said that among the finest merlot wine that we had ever tasted is the Santa Carolina Merlot which sells for the ridiculous price of $6.99. We have also tasted merlot wines at $50, $60 or $70 a bottle that were pure stinkers.

            What we are trying to say is that you, our readers, as intelligent consumers, should exercise your ability to choose and not be influenced by the judgment of others who may be, and probably are, swayed by snob appeal or advertising. Pick what you like and not by what someone else tells you is “in” or “upscale.” As writers, we suggest brands that we find interesting. We are however, not looking down our noses at you for choosing a white wine with meat. If that is what you like, go for it. As we have always said, “the best wine in the world is the wine you like best.”

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