‘Vodka is not a neutral drink’

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Swati Chopra [1]

A premium vodka is defined by its production right from its raw ingredients. French luxury vodka Tigre Blanc is a wheat-based vodka that goes through five distillations to get the best quality possible. It’s all about building an identity and a character that shapes a luxury product.
For someone who has been mixing drinks for over 16 years, I still find vodka a tricky spirit to deal with. Most people are under the impression that vodka is a neutral drink. I don’t like the terminology. If you want neutral drink water! Yes, I do know that Western vodka (by which he means American) is neutral while Eastern vodka (European) tends to have more flavour. For me a good vodka is one that doesn’t burn and has a good balance.
In terms of pricing, Tigre Blanc is definitely above Grey Goose, but we are not super premium, we are luxury. If you ask me to define Tigre Blanc, I’d say it is a well-rounded spirit, with a defined graininess, a little sweetness and I don’t mean Coca Cola sweet, but Vodka sweet. It also has a gorgeous touch of liquorice, which I feel is a very personal touch.
If I could have my way, I wouldn’t mix vodka in a cocktail. I feel it only reveals itself when you have it neat with a bit of ice. But the Indian Summer cocktail I made with Tigre Blanc was very well received. I used black salt, an interesting flavour but very tricky to work with. The market here is exposed to brands that I won’t call neutral. Ciroc is not neutral and neither is Ketel One. Vodka is a lifestyle drink, when you drink it; you buy into a certain style of living. What I really like about India is the great challenge its market poses. The Indian consumer is very demanding. They know what they like and don’t want to compromise.
Ulric Nijs is a celebrity bartender with Tigre Blanc luxury vodka