When you think of martinis, chances are you think of olives. With the exception of the lemon twist, olives are the quintessential garnish for the booziest of classic gin cocktails. And varieties abound. Manzanillas and Spanish Queens are the standard fare, though I’m personally partial to the neon green Castelvetrano variety with its mild sweetness and buttery texture.

But when it comes to martinis, perhaps the more interesting question isn’t “how,” but “why?”

Why, dear reader, do we put olives in our martinis? Who was the first salt-crazed scoundrel to splash some OJ (olive juice, baby) into a glass of gin and take a swig? How — and again, why — does it somehow work?

We don’t add olives to our martinis for the aesthetics alone, though the glimmering green orbs do invite a sense of reverie when bobbing up and down in a vermouth-washed coupe.

Rather, the savory olives act as a pleasant foil for the bright botanicals in our gin and vodka and help settle the drink’s intense booziness. They add a certain je ne sais quoi, a briny oceanic bite of salinity that mixes and melds nicely with botanicals like lemon, angelica, ginger, cardamom, and yes, juniper. And of course: they offer a built-in snack, too.

While the dirty martini has become a standard iteration, the OG martini skewed more sweet than savory. Cherries, among other fruits, were added to the drink alongside syrups and bitters, and often with a heavy pour of sweet vermouth.

These days, the modern martini is served very, very dry, but that wasn’t the norm at their advent. In the 19th century, martinis were served either upside down with more vermouth than gin, or as a 50/50 with equal parts of both. Sometimes absinthe got in the mix, other times not. But gin and dry vermouth – the major players in the martinis we stir, sip, and love today – were often an afterthought. Olives had not yet made their way to the party.

That all changed at the turn of the 20th century, when James Bond sipped a shaken, not stirred martini on screen and FDR brought the dirty tini to the masses. At a dinner party, President Franklin D. Roosevelt infamously shook up a dirty martini for martini aficionado Winston Churchill, who later described FDR as “an enthusiastic but sloppy mixer.” Later, in 1943, FDR insisted on shaking up his signature drink for none other than Joseph Stalin, who remarked that “it was cold on the stomach,” but not unpleasant. And with two out of two less than rave reviews, one by a Soviet dictator, the dirty martini entered into the popular imagination.

Unlike FDR, there are a lot of bartenders and at-home mixologists these days getting the martini right. From EVOO washed vespers to versions spiked with pickled veggie juice, there’s a martini out there for the dirtiest among us.

And if you made it to the end of this article while having an aversion to olives? Bravo to you. Here’s a 50/50 for your troubles.

We spend a lot of our time around spirits – drinking them, mixing them, reading about them, and discussing them in wonkish detail. And if we had a dollar for every time we sat next to a stranger who, upon learning we work with spirits, began a sentence with: “I’m just not a [insert misunderstood spirit here] person”? Believe us, reader, when we say we could pay our rent with that money.

This series is an antidote to all those false starts and bad first impressions. Because the best counter to a bad hangover is sticking to good alcohol in the first place.

First up: gin. Most of us had an improper introduction to this beautiful botanical spirit – what we on the AMASS team fondly refer to as, ‘gin-cidents’. But if you’re not taking the time to appreciate all the exciting products coming out of gin’s recent renaissance, what are you doing, really?

From Genever to Gin

Although ‘gin’ is said to have been invented around 1650 by Dr. Franciscus Sylvius in the Netherlands, this early iteration still would have been classified as genever (which literally translates to ‘juniper’) – not gin as we know it today. Gin has its origins in Dutch genever (also known as Holland Gin or Dutch Gin) which was originally created by distilling malt wine and adding herbs to make the harsh tasting beverage a little more palatable.

The date that genever was renamed to gin is unclear, but the first written reference of the actual word ‘gin’ was in 1714 in Bernard Mandeville’s The Fable of the Bees; in the book, ‘gin shops’ had already been proliferous and gin had become a part of the fabric of culture at the time. By the mid-17th century genever production was widespread in the Netherlands and Flanders.

Though the spirit originates in the Netherlands, its reputation today is that of a very proper English drink. Dutch Jenever became popular in England during the late 1700s, after Dutch king William of Orange took the English throne in 1688. The British government allowed gin to be distilled without a licence around that time, and as a result Gin became more popular than beer with over half of all the drinking shops in London serving mostly gin – leading to a Gin Craze so disastrous, it was referred to as ‘Mother’s Ruin.’

Mother's Ruin

Once gin crossed the Channel into England, it quickly became the drink of choice for the very poor. The average person could not afford French wine or brandy, so gin became the poor man’s drink with some works receiving gin as part of their wages. Gin consumption (and often, overconsumption) rapidly increased; in London alone, there were more than 7,000 dram shops and 10 million gallons of gin were being distilled annually in the capital.

The government decided that the tax must be raised on gin but, as any casual student of history might predict, the tax had the opposite of its intended effect. The implementation of the tax put many reputable sellers out of business and cleared the way for bootleggers, who sold their wares under such fancy names as Cuckold’s Comfort, Ladies Delight and Knock Me Down. Overnight, gin sales went underground with dealers, pushers and runners selling their illegal hooch into a black market.

In 1736 a Gin Act was passed which forbade anyone to sell ‘distilled spirituous liquor’ without first taking out a licence costing £50. This in turn led to a surge in various social problems, to which the government responded by passing a series of Gin Acts which imposed higher taxes on producers and retailers. In the seven years following 1736, only three £50 licences were taken out but the black market continued to thrive.

The government was forced, once again, to confront the perpetual drunkenness and debauchery in the capital. The new Gin Act raised the duty on drink and forbade distillers, grocers, jails and workhouses from selling the popular spirit. The new act proved effective in curtailing gin sales and consumption fell dramatically through the rest of the eighteenth century.

We spend a lot of our time around spirits – drinking them, mixing them, reading about them, and discussing them in wonkish detail. And if we had a dollar for every time we sat next to a stranger who, upon learning we work with spirits, began a sentence with: “I’m just not a [insert misunderstood spirit here] person”? Believe us, reader, when we say we could pay our rent with that money.

This series is an antidote to all those false starts and bad first impressions. Because the best counter to a bad hangover is sticking to good alcohol in the first place.

First up: gin. Most of us had an improper introduction to this beautiful botanical spirit – what we on the AMASS team fondly refer to as, ‘gin-cidents’. But if you’re not taking the time to appreciate all the exciting products coming out of gin’s recent renaissance, what are you doing, really?

Do you know what type of gin you’re drinking? If not, you’re in good company – many of us here at AMASS HQ couldn’t tell you the difference between a London Dry and a Dutch Genever when we first joined. And the answer that follows doesn’t exactly simplify it. Gins can be classified by a range of factors including, but not limited to: how they are distilled, what additives are included in the final product, concentration, geographical origins…  there are even categories based on original distillation vs. redistillation. For the purposes of this article, however, we are going to focus on four popular types: Dutch Genever, London Dry, Old Tom, and Modern.

Dutch Genever

The first — and OG – style of gin is the Dutch Genever (also referred to as Dutch Gin or Holland Gin). And it seems that there are many ways to spell it: Jenever, genever, Geneva, Dutch gin… the list goes on. Rather than starting with a neutral grain spirit, a genever starts its life cycle much like whiskey, with a malted grain blend of malted barley, rye, and corn. This grain mix is mashed down and fermented to create the gin’s base. The soft yellow spirit is then macerated with botanicals – most importantly juniper, but also the occasional hit of fennel which increases the spirit’s darker tones. This particular process lends itself well to barrel-aging, as opposed to English gins, which undergo a very quick distillation process. The resulting spirit has many similar characteristics to vodka, albeit with more earthy and malty notes.

London Dry Gin

This is the gin that probably is in your liquor cabinet. If you drink Hendrick’s or Beefeater, you’ve got a London Dry Gin in your glass. This style is the most familiar as “gin” and most widely available is a style called London Dry Gin. Curiously, a London Dry does not have to be made in London; instead it’s defined by getting its juniper flavor from neutral spirits (grain alcohol) re-distilled with botanicals. London Dry Gin must contain only natural ingredients and only a very small amount of sugar; no additional flavorings or colorings may be added after the distillation process.

Old Tom

First created in England in the 18th century, Old Toms are characterized by sugar in the re-distillation process that makes this style of gin sweeter than a London Dry. Old Tom Gin is often referred to as the missing link between Dutch style Genever (or Jenever) and London Gin. Lighter and less intense than Genever, Old Tom gins are on the sweeter side and get their flavors from malts or added sugar. Old Tom Gin waned in popularity and production over the years, but the recent cocktail renaissance has led to its revival, as independent producers have delved into the history of gin and rediscovered its long-lost recipes. One of the most elusive gin styles, Old Tom is an excellent gin for whiskey drinkers who crave heavier undertones in their liquors.

Modern Gin (AKA Western Style or New Western)

Modern Gin (also called New Western Style Gin) can be made anywhere in the world. It downplays the inclusion of juniper berries in favor of a variety of other botanicals including citrus peels, coriander and even rose, cucumber and lavender. This fresher, experiment-driven category appeals to drinkers who previously avoided the gin category because of juniper’s piney notes. Because of its wide variety of aromas and flavors, modern gin has been a popular option for modern craft cocktails and helped support the spirit’s recent revival.

Here in the Northern Hemisphere, we’re just a couple weeks away from the Winter Solstice. While the Solstice is commonly understood to be the shortest day of the year, it’s actually a singular moment in which one of Earth’s poles has its maximum tilt away from the sun. In Pagan tradition, that moment is commemorated with a twelve-day long celebration called Yule that begins on December 21st and continues on through the lengthening of days.

Many Christmas traditions, like decorating an evergreen tree, hanging mistletoe, and burning a Yule log, originally stem from Yule customs. And like with Christmas, food historically played a large role in Yule celebration, as the Winter Solstice signified the last big feast before deep winter began and famine set in. Most wine and beer was ready for drinking at this time and cattle were slaughtered so they wouldn’t have to be fed through the scarcer months, leading to a surplus of fresh meat. It was a time of excess followed by pronounced scarcity, and while the Winter Solstice is no longer the foreboder of harder days to come, it is still celebrated by many.

These days, many modern witches skip the Yule log and twelve-day feast and instead partake in other festivities on the 21st. Forms of celebration vary and include (but are of course not limited to) the following: burning rosemary or incense, adorning the home with sacred herbs, reading tarot cards, building an altar, and taking salt baths to release toxins. AMASS’s self-proclaimed “gin witch” and Chief Product Officer, Morgan McLachlan, personally celebrates the seasonal shift by attending the Winter Solstice Lantern Festival with her family in her hometown of Vancouver. The festival, a community-based, nondenominational celebration for all ages, is intended to “illuminate the darkest night of the year with lanterns, fire, singing, drumming, music, storytelling, and dancing.” There are light-based art installations and a self-guided meditation ceremony in which participants silently walk through a labyrinth of light in order to release old attachments and envision new possibilities. It’s a beautiful way to celebrate the lengthening of days to come, and gives members of the community a reason to come together and party during the darkest, coldest time of the year.

Since prehistory, the Winter Solstice has marked the symbolic death and rebirth of the sun, which is why for many it’s an apt time to reflect and start anew. When McLachlan is unable to make it home to Vancouver for the Solstice, she celebrates here in Los Angeles by hosting a “casual coven” party with her fellow witches in which they light candles and meditate, focusing on the theme of rebirth and new beginnings. Regardless of ritual, that is the governing principle of the Winter Solstice for most who celebrate–to let go of any darkness from the previous year and set intentions for the lengthening of days to come.

During Prohibition, the sale, manufacture, and transportation of alcohol was made illegal. Although liquor was against the law from 1920 to 1933, the consumption of alcohol did not disappear altogether. Instead it led to the rise of speakeasies where alcoholic beverages were secretly bootlegged and illegally sold, becoming a popular means of evading the law.

As a result, bootlegged alcohol quality may have suffered in many speakeasies; however, this point in history initiated a new age of creativity. The prohibition era has left its mark, as many speakeasy-inspired bars exist to this day. Thankfully we can now enjoy cocktails crafted with top quality liquors like AMASS Dry Gin instead of the homemade spirits of the 1920s. Here is a list of recipes from the prohibition era you should know:

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The Last Word

This cocktail was invented just before the Prohibition era in 1915 by Frank Fogharty, and first served at the Detroit Athletic Club. It’s the perfect blend of gin, chartreuse, maraschino liqueur, and lime juice.

INGREDIENTS
¾ oz AMASS Dry Gin
¾ oz Chartreuse
¾ oz Maraschino Liqueur
¾ oz lime juice
1 brandied cherry, for garnish

RECIPE
Combine gin, chartreuse, maraschino liqueur, and lime juice in a shaker with ice. Shake and then strain into a chilled coupe glass. Garnish with a brandied cherry.

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Bee’s Knees

This classic gin, lemon, and honey cocktail just got an upgrade from bathtub gin to AMASS Dry Gin. The citrus and floral notes in our gin will make you say “this is the bee’s knees.”

INGREDIENTS
2 oz AMASS Dry Gin
¾ oz lemon juice
½ oz honey syrup
Lemon twist, for garnish

RECIPE
Combine gin, lemon juice, and honey syrup in a shaker with ice. Shake and strain into chilled glass. Garnish with a lemon twist.

—

Monkey Gland

Created by bar owner Harry MacEhlone in the 1920’s, this French prohibition era cocktail originated in Harry’s New York Bar in Paris. Although this cocktail has an odd name, its mix of gin, orange, grenadine, and absinthe make it surprisingly delicious.

INGREDIENTS
1½ oz AMASS Dry Gin
1½ oz orange juice
1 tsp grenadine
1 tsp simple syrup
1 tsp absinthe

RECIPE
Combine gin, orange juice, grenadine, simple syrup and absinthe in a shaker with ice. Shake and strain into chilled cocktail glass.

Before there were cocktails, there was punch.

In 18th century England, big bowls full of booze, juice, and spices were served in punch houses across the country, the Age of Enlightenment equivalent of Jungle Juice. Then a more civilized way to imbibe was devised, and the sling was born, a mix of sugar, water, and liquor served neat at room temperature.

It wasn’t until 1806 that bitters got in the mix and the cocktail was formally introduced in The Balance and Columbian Repository, where it was defined as a “stimulating liquor composed of any kind of sugar, water, and bitters.” As you can imagine, the lack of acid from lemons and limes made these pre-Prohibition potations incredibly sweet, and the lack of ice at the time made them tepid at best.

The Age of Enlightenment equivalent of Jungle Juice.

Over time though, the cocktail got better. Jerry Thomas, the writer behind The Bartender’s Guide, had a lot to do with that. His book became an encyclopedia of sorts, with recipes to classic cocktails like a mint julep to an eclectic mix of now antiquated drinks, including Balaklava Nectar, made with claret, soda water, champagne, and lemon, and the Locomotive, a whiskey cocktail with lemon and Cointreau.

Then, in 1920, Prohibition abruptly halted the growing cocktail movement. People were still drinking, sure, but the secrecy of that drinking often meant moonshine in basements, not martinis in parlors. Many talented bartenders left to work abroad, and when the 18th amendment was repealed in 1933, people were ready to drink their spirits straight, cocktails be damned.

Of course, over time, cocktail culture picked back up. The Mad Men of the ‘50s and ‘60s, with their copious Old Fashioneds and Manhattans and Martinis, made sure of it. And while there was a brief hiatus in the late ‘60s into the ‘70s, where cannabis culture took over, by the ‘90s another cocktail renaissance was underway.

Cranberry juice became popular due to its purported health benefits, and the earliest iteration of the Cosmopolitan began to pop up around gay bars in San Francisco. In 1988, the Cosmo landed in the capable hands of Toby Cecchini, owner of Long Island Bar in New York, who modernized the saccharine drink by swapping Rose’s lime and grenadine with Cointreau, fresh lime juice, and of course, cranberry juice.

Other decidedly ‘90s cocktails include the Espresso Martini, the Appletini, and the Bramble, a gin cocktail made with Giffard Crème de Mûre. These days, drinking trends have evolved in favor of classic cocktails with a subtle twist (think: a martini washed with olive oil). But despite the Cosmo no longer being the drink du jour it once was, we still love the power cocktails have to serve as a portal to the past.

Curious about the story of cocktails past? Read up on the history of happy hour, or take a deep dive into aperitivo culture.

Gin and tonic, hard seltzer, champagne; here at AMASS, we love an effervescent drink. But within the world of carbonation, countless types of bubbles abound. Here’s the science behind the bubbles, explained.

Put simply, carbonation is what happens when carbon dioxide is added to liquid. This can happen manually by forcefully dissolving CO2 in water, as is often done in mass-produced sparkling waters and sodas. Or, it can occur naturally.

Certain mineral springs around the world produce naturally-carbonated water. In Soda Springs, Idaho, there are thousands of these carbonated springs, which have arisen thanks to past volcanic activity in the region. The residual geothermal activity hundreds of feet below ground heats water and mixes in carbon dioxide, resulting in naturally carbonated water.

Another form of natural carbonation can be achieved through the process of fermentation, as is sometimes the case with alcohol, like beer, champagne, and even kombucha. For kombucha, this happens during secondary fermentation when the kombucha is flavored, bottled, and left to ferment for longer. As it sits, the bacteria in the kombucha is reactivated by the sugars in the flavoring, causing it to release gas for a slightly fizzy drink.

Across all these bubbly beverages, carbonation levels vary somewhat dramatically. Soda is more carbonated than beer, seltzer and mineral waters are on par with soda, and champagne is as bubbly as they come, with roughly 1.5 times as much carbonation as an average soda. Despite all this variance, each of these beverages has one thing in common: they all are made up of thousands of bubbles. What distinguishes one bubble from the next though? Usually, it’s the size.

Think about your favorite tonic water. While some prefer the harsh carbonation of a traditional soda, others opt for brands like Fever Tree, which has small champagne bubbles that create a softer mouthfeel. This distinction between bubble size is a key factor in the experience of a beverage, but there are other variables to consider when it comes to effervescent drinks.

One of those variables is the water itself. Some waters are hard, some are soft, and the taste difference is palpable. For instance, BallyGowan, our Co-Founder and Master Distiller Morgan McLachlan’s favorite still mineral water that hails from Northern Ireland, is incredibly soft due to the limestone in the terrain. Meanwhile, Vichy Catalan, a Spanish mineral water that’s another one of Morgan’s faves, has such a high total dissolved solids content that some people actually feel stimulated by it. It’s also incredibly salty; one liter of the stuff has a whopping one gram of sodium.

And that’s another important factor when it comes to your favorite sparkling waters: salinity. Club soda has some salt added, which is a big reason why bartenders love it so much. A splash of soda in your Tom Collins does more than just refresh; the salt content adds necessary balance, offsetting the sweetness of simple syrup and the bracing acidity of a heavy squeeze of lemon. It’s the same reason why flaky Maldon salt is so delicious on top of a freshly baked chocolate chip cookie, or why a margarita with a heavily salted rim is irresistible. Is it any wonder why salt + water + bubbles is a winning combo?

Now that you’re sufficiently parched, enjoy some tongue-tingling cocktails, like a Negroni Royale made with a splash of sparkling wine and a Malibu Mule featuring our Botanic Hard Seltzer.

We spend a lot of our time around spirits – drinking them, mixing them, reading about them, and discussing them in wonkish detail. And if we had a dollar for every time we sat next to a stranger who, upon learning we work with spirits, began a sentence with: “I’m just not a [insert misunderstood spirit here] person?” Believe us, reader, when we say we could pay our rent with that money.

This series is an antidote to all those false starts and bad first impressions. Because the best counter to a bad hangover is sticking to good alcohol in the first place.

First up: gin. Most of us had an improper introduction to this beautiful botanical spirit – what we on the AMASS team fondly refer to as, ‘gin-cidents’. But if you’re not taking the time to appreciate all the exciting products coming out of gin’s recent renaissance, what are you doing, really?

What is gin?

So what is gin? Who is she? At its most general, European law defines gin as: “... A juniper-flavored spirit drink produced by flavoring organoleptically suitable ethyl alcohol of agricultural origin with juniper berries.” Here in the U.S., the government defines gin as, “A product obtained by original distillation from mash, or by re-distillation of distilled spirits, or by mixing neutral spirits, with or over juniper berries and other aromatics, or with or over extracts derived from infusions, percolations, or maceration of such materials, and includes mixtures of gin and neutral spirits. It shall derive its main characteristic flavor from juniper berries and be bottled at not less than 80° proof.” So yeah. It’s a lot.

Legal definitions aside, what all gins must have in common is the juniper berry. However, it’s important to note that there is no specific ratio or amount of juniper that is required by law. The definition merely states “predominant flavor of juniper,” which leaves plenty of room for other fun greens. Other common botanicals favored by distillers include coriander, citrus peels (bitter orange, lemon, grapefruit), angelica root and seed, licorice, orris root, nutmeg, and anise, to name a few. AMASS Gin, as you may already know, contains 29 botanicals that represent the city of Los Angeles from a structural (palate) and philosophical (sociocultural) argument.

In the simplest terms, gin is made by infusing a neutral spirit with a variety of botanicals (which must legally include juniper berries). The specific variety and proportion of these other botanicals is often what distinguishes gin brands and their flavors from one another. While gin typically has a higher proof than vodka, its complex flavor profile (which can be herbal, floral, citrus or a mix of them) make it an accommodating cocktail base.

If you forget anything we mention in this article, remember this: A spirit can only be called gin if it contains juniper.

We spend a lot of our time around spirits – drinking them, mixing them, reading about them, and discussing them in wonkish detail. And if we had a dollar for every time we sat next to a stranger who, upon learning we work with spirits, began a sentence with: “I’m just not a [insert misunderstood spirit here] person”? Believe us, reader, when we say we could pay our rent with that money.

This series is an antidote to all those false starts and bad first impressions. Because the best counter to a bad hangover is sticking to good alcohol in the first place.

This time we’re talking about vodka, a spirit most of us first encountered in someone else’s basement (likely paired with fruit punch). But to dismiss vodka as a drink best suited for frat parties would be to miss the point, as distillers like our very own Lasse Öznek are crafting vodka that is thoughtfully considered and imbued with fresh citrus and layered florals.

What is Vodka?

So what is vodka, exactly? Perhaps it’s best here to start with what it is not: vodka is not aged, for starters, which means it doesn’t take on any color. Unlike most other spirits, it is not particularly flavorful or fragrant. And despite popular misconceptions that vodka is made from potatoes, in reality, vodka can be made from a laundry list of ingredients–cereal grains, fruits, sugars, beets, and, yes, potatoes, can all serve as a base for the spirit.

But if vodka is “without distinctive character, aroma, taste or color,” as per US law, what distinguishes one bottle from the next? The answer lies in the distilling process. Most vodka is distilled a minimum of three times in order to filter out any impurities. The degree to which vodka is “flavorless,” or smooth and clean in taste, largely depends on how many rounds of distilling it underwent.

The albeit subtle flavor you’re left with after distilling depends on both the base and the additional flavors added to the spirit. In the early days of vodka when the spirit was predominantly used for medicinal purposes, producers would often add spices to mask any remaining impurities. Today though, any addition of flavors is much more about enhancing or embellishing the natural taste of the spirit than it is about covering anything up. We’ve moved long past treating vodka as a cure for the common cold, is what I’m saying.

Instead, modern-day distillers like AMASS’ own Lasse Öznek are challenging the conventions of vodka by carefully distilling beautiful botanicals like marigold petals, chamomile flowers, and lemon zest into the spirit. The ingredient list is short, but high impact, especially for a drink that was long supposed to taste like nothing.

We spend a lot of our time around spirits – drinking them, mixing them, reading about them, and discussing them in wonkish detail. And if we had a dollar for every time we sat next to a stranger who, upon learning we work with spirits, began a sentence with: “I’m just not a [insert misunderstood spirit here] person”? Believe us, reader, when we say we could pay our rent with that money.

This series is an antidote to all those false starts and bad first impressions. Because the best counter to a bad hangover is sticking to good alcohol in the first place.

This time we’re talking about vodka, a spirit most of us first encountered in someone else’s basement (likely paired with fruit punch). But to dismiss vodka as a drink best suited for frat parties would be to miss the point, as distillers like our very own Lasse Öznek are crafting vodka that is thoughtfully considered and imbued with fresh citrus and layered florals.

Vodka is often divided into two general categories: flavored and unflavored. But within these rather broad classifications are more nuanced distinctions, like its base, country of origin, and proof. Here we’ve laid out three of the most popular vodka brands (among Boomers, Gen Xers, and Millennials, respectively) in an earnest attempt to answer the long-debated question: what distinguishes one vodka from the next?

Boomers

First up: Ketel One. This brand has been kicking since 1691, when Nolet Distillery was first founded in the Netherlands. Since then, Ketel One has come stateside, where it’s found popularity among Boomers, a generation that seems to favor brands with a healthy dose of history (this is, after all, the same generation that once accused millennials of killing the diamond industry–we think it’s safe to say tradition is something they value). The vodka is distilled through a coal-fired copper pot still called Distilleerketel #1, a technique that removes impurities and gives the spirit a clean and crisp taste. Because Ketel One is distilled from wheat, it tastes lighter and smoother than other brands.

Gen X'ers

Next: Belvedere. The drink of choice among Gen X’ers, this Polish vodka has a much stronger flavor profile than Ketel One. Because it’s distilled from rye (a commonly used grain in Polish vodka), Belvedere tastes bolder and denser than its wheat-based counterparts, in the same way that rye bread has a bit more bite than wheat. Since the flavor of the grain is so pronounced, the spirit is distilled four times to help mellow it a bit.

Millenials

Last: Tito’s. Beloved among Millennials, Tito’s is a corn-based vodka, which means it has a slightly sweeter finish and a smooth mouthfeel. It’s distilled in Austin, Texas and, compared to historic brands like Ketel One and Belvedere, hasn’t been around all that long–the brand was founded in 1995, making it something of a teenager in the liquor world. However, what Tito’s lacks in history it makes up for in curb appeal–the brand’s no-nonsense approach and under-dog origin story makes it a clear favorite among the younger generation.

What's Next

So, where does a newcomer like AMASS fit into this rather eclectic mix? Like Ketel One, AMASS is distilled from wheat, but that’s pretty much where the similarities between the two brands end. Unlike most vodkas, our vodka is distilled in the tradition of the Scandinavian liquor, Aquavit. Botanicals (like marigold, chamomile, and lemon zest) are distilled on an Aquavit still to create a subtle, floral flavor. It’s a technique that sets us apart, for sure, but one that still relies heavily upon age-old vodka-making tradition, because somewhere between convention and innovation is where we feel most at home.