A matter of TASTE

‘Vodka creates flavours that other spirits just can’t’
Ago Perrone

Back in 1939, when a little-known vodka called Smirnoff was first sold in the US, it used a memorable – if technically incorrect – strapline: ‘Smirnoff white whiskey: no smell, no taste’. Given that the brand now sells roughly 25m cases a year around the world, the approach seems to have worked.

To most people, blank neutrality epitomises vodka. It is the chameleon of spirits, an efficient and malleable alcohol delivery system that takes on whatever flavours