Vodka: How a Colorless, Odorless, Flavorless Spirit Conquered America

by Victorino Matus

Vodka( How a Colorless Odorless Flavorless Spirit Conquered America) <> Hardcover <> VictorinoMatus <> LyonsPress

Genres: History, Food and Drink, Nonfiction, Food, Business, Food History

272 pages, Hardcover

First published July 1, 2014

About the author

Victorino Matus is a senior editor at The Weekly Standard. He has been with the magazine since 1996 and writes on a variety of subjects, including military history, German politics, pop culture, and food and drink. His work has appeared in The Weekly Standard and in other publications, including Armed Forces Journal, Policy Review, National Review, the New York Post, Salon, the Wall Street Journal, Washingtonian magazine, and the Washington Post. He has also provided commentary on CNN, NPR, C-SPAN, and the BBC. Prior to joining The Weekly Standard, he worked for a defense consulting firm and at The White House Writers Group.

Victorino is a graduate of Georgetown University's School of Foreign Service, where he met his wife Kate. They and their two children live in Arlington, Virginia.

Aside from The Weekly Standard, he also blogs at www.vicmatus.com.

Reviews

[Barb]

I received this book as a Goodreads First-Reads giveaway. I had no idea how little I knew about vodka, other than I liked it on the rocks with tonic and a twist.

This history not only explored the origins of the liquor, but gave a timeline of the rise of vodka from a marginal product in the American market to one of the most requested spirits on the American market. Matus leads through the marketing triumphs that first brought a colorless and flavorless liquor to the public eye and pallet, not to mention to the top shelves of bars across the country.

Although an interesting feat of salesmanship, the book failed to keep me entertained for lengthily periods. I put it down many times, picking it up later to continue the saga. More informative than intriguing.

[Kerry]

This book is the story of some of the US's most famous vodkas, which is to say that it's the story of their marketing. Which, of course, doesn't mean that these are the best vodkas or the ones with the most interesting stories. They are simply the clear "successes" as measured by cases sold and recognizability.

The book is thin in places, and outright incorrect in others--the Russian spelling of "vodka," for example. The book also doesn't mention Polish vodka at all (except for when it is related to the American vodkas), even though Poland and other countries ostensibly have as much stake in vodka's history as Russia does. So here, instead of admitting to the sketchy understanding of vodka's evolution or that it's more complicated than "it came from Russia," the author simply perpetuates a myth, incorrect spelling and all.

Furthermore, it's unclear why such emphasis is placed on flavored vodkas. Until this final chapter in the book, the book focuses on particular vodka labels. And the author doesn't go into how these vodkas are made, only quoting one person who indicates that synthetic flavors are injected into the base liquid. This chapter feels like an afterthought, with no explanation about why people like them (or think they do), if they're useful in cocktails or drunk straight--after all, pretty much a vodka with whipped cream flavoring is probably avoided by vodka puritans and therefore someone who is in doubt about their desirability (me) wants to know why in the heck someone wouldn't just eat whipped cream.

I didn't come away with the sense that the writer actually likes vodka (describing something as "delicious" is a cop-out if you're writing about food and drink), and neither was I interested or impressed enough by any of the information to give any of the vodkas mentioned a try.

[Paul]

A fun book to read that kept my attention from beginning to end. While I've learned a lot from my Bourbon Trail adventures, this book informed me how vodka expanded its market in the U.S. over the past couple decades. Never knew the stories behind Absolut, Tito's, etc, thus was interesting how entrepreneurs and some much larger companies worked hard to deliver and market their products. Great insights that also gave me ideas on some new beverages I'd like to try. :)

[Tam Le Blanc]

It's Vic, Vic Matis. Light and refreshing. makes me want to read more from both Roger Moore and the history of Absolut marketing.

[Alyson]

This was fantastic. It is well researched, well organized, and extremely well-written! I am so happy to have had the chance to read this.

Victorino Matus has created a book that largely focuses on the last 50 years, but includes a quick background into the liquor dating back to its mysterious unknown origins. He takes readers on an informative romp through the liquor industry, providing in-depth information regarding the distillation, distribution, and marketing processes for specific brands, while managing to throw in several fun trivia facts that you likely never would have known otherwise (I've already impressed/annoyed friends and coworkers with a few of these :)

I honestly can't imagine anyone not enjoying this book. Even if you are not into vodka, the history and information contained in this book is interesting, and the writing is that of a top-notch journalist: both informative and fun. I would happily give any other books Mr. Matus wants to write a read, and hopefully this book does so well that his catalog of titles grows consistently.

I received this book via the Goodreads First Reads program.

[Steven]

Srushfordmd
This book is a great read! The book takes you through the history of vodka and how the drink made its way to America from Russia. The book is fun, makes you thirsty for more , and makes you wanna try different brands of vodka even if it's not your normal drink. The author gives you an inside look of the owners of Ketel One, Tito's , Grey Goose, Skyy, Crystal Head vodkas just to name a few, to the secrets of advertisement and how much money is made by these vodka companies. The book lets you know who is making the millions to billions. How this author makes his way through the industry of Vodka is intriguing, and how he got the inside secrets to this industry and stories from the owners of the different brands is impressive. You Have to read it to find out for yourself.

[Ivan]

"Vodka," by Victorino Matus, is a very entertaining read chronicling the history of vodka through a number of case studies - Smirnoff, Absolut, Ketel One, Skyy, Grey Goose, Tito's, and a number of emerging "craft" brands.

Matus also addresses the debate that vodka inspires. Vodka, as a spirit with little character, is highly versatile and mixable. And many alcohol drinkers either love or it or hate it because of that fact. A large proportion of the U.S. consumes it because it is the closest thing to "alcoholic bottled water," but it appals mixologists who would like the palettes of American drinkers to work harder when imbibing. What side are you on?

[Mary]

This book was more like a series of articles about vodka companies than a cohesive history of vodka. It was a very informative and well written set of articles however and if you are interested in American business history and spirits in particular it is well worth reading. There is a lot here about advertising, which is largely what differentiates one vodka from the next, and how the iconic Absolut campaign (I was in college at the time that those ads plastered dorm rooms) evolved was fascinating. I do want to try Tito's Handmade vodka (from Austin, TX) after reading about it.

[Marc]

About as good a book on vodka as an author could write. Fast read, great visuals, very entertaining and quite informative. Laughed out loud on more than one occasion and learned more than I expected. The author has clearly done his research. Tons of interviews, distillery tours and blind taste tests are included. I only wish the title was slightly better so I could recommend it to more people with a straight face.

[Betsy Hover]

I received this book from Goodreads Giveaway!

This book was an extremely fascinating in depth history of VODKA. This book blends historical background with pop culture and weaves together a cast of characters ranging from the czars of Russia and James Bond to Dan Aykroyd and P. Diddy.

I would recommend this book for anyone who enjoys learning about the history of a product.

[Josh David]

An informative look at the vodka industry, where it started and how it captivated America. Also sort of explains where the sudden boom in all the ridiculous flavored vodkas came from (yes, I've been intrigued enough to try a few). The chocolate cake vodka by UV is pretty good!

[Sarah Duggan]

A breezy read that will make you reconsider the different bottles at your local bar. Each chapter focuses on the story of a different brand, showing how America's relationship with vodka evolved. It's not a detailed cultural history, but there's tons of fun trivia here.

[Cole Brandon]

The subtitle of this book is itself a question I have wondered and the reason I picked it up. Matus shows his audience that marketing is primarily what made Vodka such a big deal. Lots of good pictures, and Matus kept my attention the entire time.

[Holli Krusemark]

What a great and interesting read. My coworkers are lining up to read it next!

[Duane McCoskey]

Fun read. Being in the beverage industry (albeit non-alcoholic), I found the stories quite fascinating

[Bert]

Everything you need to know about vodka and more. Very interesting.

[Gideon]

A fun, relatively quick read that gave me a new appreciation for vodka.