Marketing Without Guarantees
Reading Marketing Terms Correctly
Five-times distilled, diamond-filtered, premium: such terms sound like certification marks, but they're actually free marketing claims made by producers. No law dictates how often a vodka must be distilled or what it must be filtered through. Knowing this makes it easier to separate marketing from genuine mandatory information.
Is More Distillation Automatically Better?
The number of distillation steps is not an officially verified figure. A producer can, in good conscience, write five-times distilled without any authority checking that number. More passes tend to purify the alcohol further, but beyond a certain point, the effect becomes barely noticeable, since the alcohol is already nearly neutral.