Purity: Vodka industry needs more ‘co-operation’

Purity Vodka’s master blender has called for greater co-operation in vodka, reflecting the Scotch whisky industry’s Keepers of the Quaich society.

Thomas Kuuttanen, master blender of Purity Vodka

The Keepers of the Quaich is a Scotch whisky society that recognises the “outstanding achievement” in those who work, write or evangelise about Scotch whisky by bestowing them with the title Keeper of the Quaich.

Speaking to The Spirits Business, Thomas Kuuttanen, master blender of Purity Vodka, said there is still a long way to go when it comes to educating consumers about how vodka is made.

He believes the category has the potential to be viewed in the same esteem as malt whiskies, but only if there is greater interaction between vodka producers.

“There is a very limited knowledge about distillation among vodka consumers,” he said. “I would love to have the future generation of vodka drinkers as educated as malt whisky drinkers.

“However, we do have a long way to go and it requires co-operation within the vodka industry in a similar way as the Scotch producers are working together with Keepers of the Quaich.”

Kuuttanen also expressed that he believes consumers have moved away from flavoured “industrial” vodkas for good – and advised those looking for flavoured variants to create their own infusions at home using natural ingredients.

“It is so easy to make it better yourself,” he explained. “Just add fresh fruit, berries or spices to a good, craft vodka and you will end up with something so much better than what you find on the shelves at supermarkets.”

In January this year, Purity Vodka named a new president and chief executive officer.