vodka

TTB does not usually allow vintage-, varietal- or appellation-type claims on distilled spirits labels. The rationale is that these concepts tend to be more appropriate for wine. But here are a couple of notable exceptions. Roth Vodka displays “California” in much the manner of an appellation. This vodka also happens to be distilled from grapes, and has something close to a vintage date on the front label. The latter apparently went too far, and TTB directed Roth to remove the date. In some ways, the Primo Vodka label goes a bit further. It mentions a specific grape type, along with the source of those grapes. One side tends to argue that these claims are truthful and verifiable. TTB tends to argue that characteristics such as vintage, varietal and appellation are subtle to begin with; distillation (let alone distillation to the point of neutrality) tends to obliterate such characteristics; and it’s misleading to suggest otherwise. Do consumers need this protection?

Bacardi revamped its 151 proof rum labels in May. At almost 76% alcohol, this rum is of course flammable as well as potent. The labeling includes not less than eight warnings to this effect. The bottle also includes a flame arrester. One of the main warnings says, “Do not use this product for flaming dishes or drinks.” It’s a little bit like a Maserati with a warning that you should not exceed 55 mph. We kind of thought flaming drinks were one of the main purposes for this product. If not, we went in search of the more conservative uses for this product. We found very little, with no trace of this product on Bacardi’s US website. This group seems to have no idea what to do with it either. At an even higher concentration of alcohol is Golden Grain Grain Alcohol. It is 95% alcohol and is also plastered with warnings throughout the front, back and neck labels. This is a rare example of TTB allowing warnings other than the specific health warning mandated by Congress (see this for an example of a warning not allowed). It’s hard to say the extra warnings are not warranted here.

One is filtered through diamonds and the other has gold flakes in the bottle. Double Cross Vodka is made in the Slovak Republic, where it is “filtered with diamond dust.” The small red strip label says so. Thanks to The Intoxicologist and Emily Haile for bringing this to our attention. Luxist explains:

The seven-times-distilled spirit uses only 100 percent organic, estate-grown winter wheat and mountain spring water drawn from aquifers located 200-feet below ground level. Double Cross’ diamond dust filtration system is said to provide unprecedented filtration capability because of the “unique shape and sub-micron size of the diamond dust particles.”

Rather than filter through the costly substance and leave it at the distillery, Gold Flakes Vodka puts the 24 karat gold right in each bottle. Luxist says it will retail for about $60 per bottle.