I'm not posting details of our product on this blog until we actually launch, but I can talk about one aspect of our vodka: the proof. Most vodkas are 80 proof. Ours will be slightly lower, at 70 proof.
Why? A few reasons. One, it makes for an even smoother taste.
Two, my friends don't drink to get trashed, and the slightly lower alcohol content allows them to sip (slightly) more. Not that the content is low alcohol by any means (and in fact some brand with a hard partying image are 70 proof, notably Captain Morgan and Jagermeister).
Three, it is slightly lower in calories. A shot of 70 proof vodka has about 85 calories whereas a shot of 80 proof vodka has 100 calories.
Fourth, the excise tax on each bottle is slightly lower.
The bottom line: We made the decision because we believe a 70 proof vodka is a smoother, easier sipping vodka,
Sources: "Spirits: Understanding Alcohol Proof," The Washington Post, July14, 2010. "How Many Calories Are In Vodka?" Fitnessforweightloss.com
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