{"id":299,"date":"2009-02-04T12:48:36","date_gmt":"2009-02-04T16:48:36","guid":{"rendered":"http:\/\/www.marthabayne.com\/wordpress\/?p=299"},"modified":"2009-02-05T12:29:00","modified_gmt":"2009-02-05T16:29:00","slug":"vodka-on-the-run","status":"publish","type":"post","link":"https:\/\/www.marthabayne.com\/wordpress\/vodka-on-the-run\/","title":{"rendered":"Vodka on the run"},"content":{"rendered":"

Mike, over at the Food Chain<\/a>, notes the growing backlash against vodka — a trend that, I predict, will in a year or so loop around so that shots of clear rail swill become the new hot thing.<\/p>\n

I quote from the same\u00a0Sam’s newsletter<\/a> Sula does:<\/p>\n

Put this odorless, flavorless spirit in a beautiful frosted glass
\nbottle, have it made in France, advertise the heck out of it and
\ncharge an incredible price and, before you know it, you have created a
\nsensation. The genius is that each Vodka is made EXACTLY like all
\nother Vodkas: at a huge industrial distillery and is made for EXACTLY
\nthe same cost as the “cheap stuff.” The marketers are only slick
\nenough to dress it up and create mystique around their new
\n“Ultra-premium” Vodka. The creators of this type of Vodka (and so many
\nmore have followed their lead: “Hey let’s hire a young, hip
\nentertainment mogul to hype our Vodka and charge $30 for it!”).\u00a0<\/em><\/p>\n

His post reminded me of these<\/a> two<\/a>\u00a0posts from\u00a0last summer, attempts to unpack the marketing strategy of Death’s Door<\/a>, and — presumably — other small artisanal producers. Their product may or may not be distinctive on the palate (in the case of DD I do think the vodka has a smooth, round, almost starchy mouthfeel you don’t get with something like Stoli) — but \u00a0what they’re really selling is the story.<\/p>\n

It’s still marketing, but in this instance it’s marketing that tells a story about the producers — who are not Archer Daniels Midland — rather than a story about what kind of person the drinker is, or can become if he drinks enough Grey Goose.<\/p>\n

I’d argue that this is marginally more honest.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mike, over at the Food Chain, notes the growing backlash against vodka — a trend that, I predict, will in a year or so loop around so that shots of clear rail swill become the new hot thing. I quote from the same\u00a0Sam’s newsletter Sula does: Put this odorless, flavorless spirit in a beautiful frosted … Continued<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[313,52,82],"class_list":["post-299","post","type-post","status-publish","format-standard","hentry","category-deaths-door-spirits","tag-deaths-door-spirits","tag-mike-sula","tag-vodka"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/posts\/299","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/comments?post=299"}],"version-history":[{"count":6,"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/posts\/299\/revisions"}],"predecessor-version":[{"id":305,"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/posts\/299\/revisions\/305"}],"wp:attachment":[{"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/media?parent=299"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/categories?post=299"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.marthabayne.com\/wordpress\/wp-json\/wp\/v2\/tags?post=299"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}