Stop the Reduced-Calorie Vodka Madness!
Part of writing this column, and of bartending, is keeping abreast of booze trends. One would have to live under a rock to not know that flavored vodka is massively popular. Take a look at almost any back bar in town, and there's a wide array of flavors from classic (vanilla, citron, orange) to creative (passion fruit, cucumber, huckleberry) to "Are you fucking kidding?!" (PB&J, glazed donuts, Swedish Fish). Who the hell comes up with these? Do they start focus groups by getting everyone stoned out of their minds?
JK Grence Just say no.
Pardon me, I'm getting a little tangential. This week, my booze screed covers what I believe to be one of the most insidious marketing ploys I've seen in a long time: Reduced calorie vodka. French brand Voli was the first on the scene a couple of years ago, but they barely made a splash. Now, spirits giants Diageo and Beam both have energized their marketing juggernauts.