How big is your vodka? On this label, VODKA appears to be 2-4 times more prominent than RASPBERRY FLAVORED VODKA. This disparity was apparently too much, and tipped the scales toward the surrender of this and many other Rokk brand flavored vodka labels recently. For quite some time, TTB has been concerned about the relative prominence of this coveted term (vodka) — especially on products that are not technically “vodka.” The federal standard for vodka is quite restrictive and surely allows for nothing like raspberry flavor. In fact, only a bit of sugar and citric acid are allowed in true “vodka,” nothing more. If anything more is added, the product jumps over to what TTB views as an entirely different category such as a flavored vodka or vodka specialty. This approval (issued February 17, 2010) shows Diageo surrendering one of many Rokk labels. This use-up approval (issued September 2, 2010) shows what TTB wants Diageo to change. The most relevant TTB qualifications, toward the center of the approval, say:

(When new labels are printed the class and type designation Raspberry Flavored Vodka must appear conspicuous on the label and the reference to Vodka of Sweden standing alone must be deleted.) (The reference to Rokk Raspberry Vodka and Rokk Vodka in the text...

TTB had a fascinating tidbit in the September 3, 2010 TTB Newsletter. It tends to say that nutrition information will be attaching to beer, wine and spirits a lot sooner than most people expected. Not so much on labels (yet), but on menus, wine lists and similar postings at on-premise retailers. This seems like a huge and important development, courtesy of President Obama, Congress and FDA (rather than TTB). It therefore seems odd that there is not much outcry; the submitted comments do not show much awareness from the alcohol beverage industry. The Washington Post suggests that the connection among the health care legislation, menu labeling and alcohol beverages caught most people by surprise. TTB summarized the initiative succinctly:

On March 23, 2010, the President signed the health care reform legislation into law. Section 4205 of the Patient Protection and Affordable Care Act of 2010 requires restaurants and similar retail food establishments with 20 or more locations to list calorie content information for standard menu items on restaurant menus and menu boards, including drive-through menu boards. Other nutrient information – total calories, fat, saturated fat, cholesterol, sodium, total carbohydrates, sugars, fiber and total protein – would have to be made available in writing upon request.

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