The good people at Matchstick Inc., a Toronto-based PR and marketing firm called yesterday to ask where my posting on Ketel One vodka was located. See, back in the early part of December, Matchstick and Ketel One teamed up to do some booze-on-the-street-type outreach. They invited a bunch of bloggers, writers and “influencers” to take part in a vodka tasting at the swank, yet rustic, Kultura restaurant on King Street.
Then December got crazy and I never got around to posting my thoughts on the event. Here goes:
My date for the evening? BFF Jamie. He’s not only a helluva good time but he knows the ins and outs of cocktail creation and has sampled enough vodka in his days to make a Russian babushka blush. Perfect companion for an evening such as this.
After climbing three flights of stairs we enter the cozy, loft-like bar on the top floor of Kultura, check our coats and make our way to the bar for our free welcome cocktail. A classic vodka martini for me, a (surprise, surprise) dirty martini for Jamie. Lots of olives in both.
As a Ketel One virgin I was both delighted and impressed with my first sip—the smooth elixir sliding over my tongue, warming my throat and leaving a clean yet complex taste to linger. The deft hands of the bartender must be applauded—a perfectly balanced and well chilled martini is an art form, and this woman new her craft. Though to be fare, free cocktails usually help infer a favourable impression from me.
We continued to sip our cocktails, nibble a couple hors d’oeuvres and pose for the hired paparazzi, while cozying up on the black leather sofa in the corner. In front of us were poured three brands of vodka, Ketel One, Grey Goose–America’s favourite premium—and the juggernaut they call Absolut.
Tasting the Ketel One first I instantly enjoy the clean taste and subtle. It’s warm but it doesn’t burn and is wonderfully smooth, nuanced with delicate floral and citrus notes.
Sipping Grey Goose next is disappointing. It’s the premium brand I keep in my freezer but after Ketel One it feels thin on my palate and kicks me with a heavier note of alcohol. It’s not as complex or flavourful as the previous. It seems that gorgeous frosted bottle is more about good looks than safeguarding a truly premium product.
With just a tiny bit of digging you learn that Grey Goose is really just a lesson in superb marketing. Started in 1997 by billionaire Sidney Frank, GG was created specifically for the American market and situated in the Cognac region of France for its perceived cache. The French make good stuff, non?
It’s not that its crap vodka, but in this world of prepackaged pop stars and targeted products, a little history and tradition goes a long way with this booze-taster.
Ketel One is a family-owned, Holland-based company that dates back to 1691. It’s now run by Carolus Nolet, the 10th generation Nolet to steer the distillery, and it’s steeped in tradition—the secret recipe is only known to a few select people—and has a mandate to focus on quality over quantity.
Sure, all of this info was fed to the room of “influencers” by our hosts but it doesn’t make it wrong or untrue. In fact it’s kind of warm and quaint, don’t you think? (See how easily I’m influenced.)
As for the Absolut? I’ll just say it’s best used in mixed drinks and leave it at that.
After we finish the tutored tasting we linger awhile longer, enjoy another round of martinis and mingle with the crowd. All red-faced and droopy-eyed Jamie and I decide Ketel One will be our new vodka. It’s delicious, well priced and we’re big fans of many products from Holland. We also bought into the back story like any impressionable drunk would.
It wasn’t until we gathered our gift bags that the lingering taste of Ketel One went from sweet to bitter. A free gift bag is very generous, whatever’s inside, don’t get me wrong, but there was a difference between the invitee’s bag and that of his guest. I went home with a 375mL bottle of my new favourite vodka, while Jamie exited with an airplane-size bottle of Ketel One.
It left us with a cheap impression of the brand and the event but Jamie brought up a good point. How is he supposed to spread the gospel on Ketel One if his take-away isn’t ample enough to share with someone else?
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