When the vodka boom exploded at the turn of the century , the race to create the most elegant and refined brand image and package , using elaborate distillation and filtration processes as well as a variety of ingredients , put imported vodkas at the top of the heap . More obscure , unique and exotic meant better , the thinking went at the time . by JACK ROBERTIELLO

With few exceptions , while vodkas from all over the world were getting plenty of attention , American-made brands were mostly afterthoughts in the minds of many consumers and retailers , often relegated to the bottom shelf with brands engaged in a race-to-the-bottom kind of price war that left little profit .

But a number of factors - the burgeoning small American distiller industry ; the locavore trend in product provenance , stories and ingredients ; a renewed interest in American-made spirits , as well as an understanding that great value could be had at more reasonable prices - have lately changed the game .

Now American-made vodkas are growing at a rate that surpasses imports . Further , some of the hottest vodka brands are made in the U . S . Tito ’ s is

StateWays | www . stateways . com | September / October 2017 27