Van Gogh Vodkas

A Benchmark Vodka

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By Colleen Graham, About.com Guide

Van Gogh Vodka and Gin Portfolio

Photo Courtesy of: © Van Gogh Imports

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There are a few names in the industry that instantly come to mind when we speak about top-shelf vodka and Van Gogh is one of them. It is a distillery not only known for a classic and smooth clear vodka, a nice and botanical gin, but what has amounted to a total of 19 flavored vodkas with the 2009 release of the luscious Dutch Caramel. In addition, 2009 saw the release of a new vodka named Van Gogh Blue, which is distilled of three select wheats and is ultra smooth. Van Gogh has made a name for itself in the vodka business in just 12 years and according to CEO Norman Bonchick they do not intend to slow down.

The Van Gogh Vodka Philosophy

Van Gogh Vodka started in 1997 as Luctor International with a single gin called Leyden and within two years it was replaced by Van Gogh Gin. This gin is based on a recipe found at the Schiedam distillery and is smooth, like many of the newer generation of gins are, but has clearly has those classical stylings found in dry Dutch gins. It wasn't until 2000 that Van Gogh released a vodka and, eventually, flavored vodkas. In 2008 the company changed it's name to Van Gogh Imports.

Van Gogh Vodka boasts more 4 and 5 star-rated vodkas than any other company and considers itself the leader of the flavored vodka movement. Their innovation and dedication to quality has never ceased and, while the clear vodka is a staple for many, 80% of the business is made up of flavors.

Today Van Gogh is sold in 37 countries with the U.S. being the most popular market. A flavor that is hot in one part of the world may lose out to another somewhere else. Norman Bonchick says that this comparison can even be found throughout the United States. When it comes to the professional bartender, Bonchick says that the most popular "depends on the area of US. The East is a bigger flavor market than the Central and certainly more than the West" and explains that on the west coast bartenders are more inclined to make their own infusions.

The home market is a different story. Part of the Van Gogh philosophy behind flavored vodkas is to aid the novice in impressing guests with little effort. Bonchick explains: "take a colored, flavored vodka, shake it up, pour it and "You look like a genius, a mixologist"."

Flavor Inspiration

Dutch Tulip

Photo Courtesy: © Van Gogh Vodka

Where do ideas come from for the flavored vodkas? According to Bonchick the flavors are requested by consumers, with an average of 15 suggestions coming in each week. When a flavor seems viable to the Van Gogh team they run the idea by bartenders and if it still sounds good, a 6 month process of developing the perfect flavor is implemented. Yet, each flavor has it's own story...

Success is not always found on the first try, however. If you remember the pomegranate craze of a few years ago you will remember the influx of pomegranate vodkas that hit the market. When Van Gogh got a hold of the idea they rushed development and released the spirit. Not totally satisfied with the results (though they were astounding), the Master Distiller went back and perfected it, removing some sweetness and adding the fruit's natural bitter qualities.

Sometimes opportunity knocks and when the only vodka company producing a caramel-infused vodka went out of business recently Van Gogh saw an opportunity and after tasting the discontinued vodka, Bonchick says "We knew we could do better." The result is a deep brown colored vodka that simply melts in your mouth and has been described as "the most romantic alcohol."

The success of the 2008 release of Van Gogh Espresso and Double Espresso vodkas has yet another story. This one comes from the fact that coffee is the most consumed drink in the world, just behind water. Naturally, the Van Gogh team wanted to capitalize on this and Bonchick points out that it is a success and while some flavors may be cyclical, "espressos will be around forever."

Striving for the Real Taste

One aspect of Van Gogh's flavored vodkas that I admire is how close they really do come to the real flavor. Many times when fruits, sweets or other flavors meet alcohol there is a considerable loss in the true flavor, but this is not the case for Van Gogh's vodkas.

When you taste their banana you get the taste of an actual banana, with their espressos you feel like you are sitting in the local coffee shop and sipping a freshly brewed cup and when drinking their apple vodka I am transported to an orchard filled with fresh fruit. Van Gogh strives to bring together natural taste and aroma and I have yet to taste one of the vodkas that has missed that mark, although the Mojito Mint is not really my style.

Van Gogh takes the flavor comparison so seriously that they have established a taste test to ensure that their vodkas are as close to the intended flavors as possible and employed a taste test to check the accuracy of their flavors. Bonchick told me that this process involves a sip of a straight vodka, one of it chilled, then a bite of the flavor "standard" (i.e. a banana).

So where does Van Gogh go from 22 bottlings?
Concerning clear vodkas, the concentration on the super-premium Van Gogh Blue is going to be the focus for awhile and the Dutch Caramel will be the "baby" of the flavors for the rest of '09. Bonchick also alluded to a gin which is "honey/rose petal infused." And as far as future flavored vodkas he slyly paused then said, "There's no limit to the imagination, so there's no limit to what will be the next set of flavors and certainly no cap on them." Ahh, secrets...

Enjoy Van Gogh

Van Gogh Dutch Caramel Cocktails

About Van Gogh:

Small batch flavored and clear vodkas and a gin, averaging 80 proof (40% alc/volume)
Flavors are double infused and include: Acai-Blueberry, Banana, Mojito Mint, Vanilla, Raspberry, Mango, Oranje, Pomegranate, Citroen, Espresso, Double Espresso, Dutch Chocolate, Wild Appel, Pineapple, Melon, Coconut, Black Cherry
Classic 80-proof Clear Vodka, Van Gogh Blue (wheat), Gin
Distilled and bottled at Royal Dirkwager Distilleries in Schiedam, Holland
Average retail price: $30/750ml bottle
Van Gogh Dutch Chocolate Vodka won Best Flavored Vodka in the 2013 About.com Readers' Choice Awards

Van Gogh Cocktails: