The Truth About Vodka

What exactly is vodka? Is it only made from potatoes? Is it completely flavorless? Well what about drinking vodka – is the best way to chill it in the freezer? Sip it? Shoot it? The answer to all of these questions is quite simply, no.

We, at PURUS Vodka, believe that the truth about vodka should be known! So we’re going to ‘still’ the myths and give you the real deal on super-premium vodka.

1.) The myth: All Vodkas Are Made From Potatoes.

The Truth: Vodka can be made with potatoes. Vodka is neutral spirit that can be derived from almost anything. While potatoes are a common raw material used to make vodka, many vodkas like PURUS Organic Wheat Vodka, are made from grain. We use 100% organic Italian wheat to craft PURUS Vodka which is a soft grain that imparts a slight sweetness to the finished product.

2.) The myth: Vodka Is Completely Flavorless.

The Truth: Your vodka should have flavor! We’re not talking novelty candy, fruit, or breakfast cereal flavors, but the true flavor characteristics of the raw material used to craft the vodka. This is why the Sacchetto Family of Lagnasco, Italy uses the highest quality, organic wheat to produce PURUS Organic Wheat Vodka. As a result, PURUS has light cereal-type sweetness, buttery mouth feel and a smooth finish.

3.) The Myth: The More Times Vodka Is Distilled, The Better It Is.

The Truth: We’ve all seen the advertisements for vodkas distilled 10, 20, even 100 times, but does that make a difference? Yes, but not the way you think!

After the first distillation, the hearts can be distilled multiple times – as is the case for PURUS Vodka, which is distilled five times. Multiple distillation eliminates any toxins and unwanted characteristics that remain after the initial distillation process.  After each distillation, the liquid’s alcohol level increases and needs to be cut with water before consumption. Which is why PURUS Vodka is cut with pristine water from the Italian Alps – using the best quality water available makes for a higher quality vodka.

4.) The Myth: Vodka Should Be Stored In The Freezer

The Truth: Okay. This can be a matter of preference, however we’ve found that chilling vodka in such a manner causes a loss of flavor and a thick, syrupy consistency; with some vodkas, that’s okay. Traditionally, vodkas have a strong ‘bite’ or burn which needs to be tamed either with extreme chilling or a mixer. With PURUS Vodka, we recommend tasting it at room temperature or slightly chilling it over ice. This way, you can taste the crisp, clean sweetness that we’ve worked so hard to achieve! As for mixers, fresh organic juices or club soda with a squeeze of citrus are perfect with PURUS Vodka.

Patriotic Drinks

Fourth of July is just around the corner, and it’s no secret: it’s hot! Due to the scorching weather, many cities are cancelling their fireworks displays – but don’t worry! We’ve come up with some refreshing, delicious and most importantly, cool, PURUS Vodka drinks for your Fourth of July celebration. If you have a drink you’d like to share, leave it in the comments below, or better yet, enter our PURUS Vodka Drink Recipe Contest. You could win $50 if you have the winning drink recipe!

Strawberry Sparkler
Ice cubes
1 oz. PURUS Organic Wheat Vodka
2 oz. strawberry schnapps
Club soda
2 strawberries, halved

Fill a highball glass with ice cubes. Add the PURUS Vodka, strawberry schnapps, and top with club soda. Garnish with the strawberries.

Blue Rain

3 oz. PURUS Organic Wheat Vodka
1 oz. peach schnapps
Splash of blue curacao
Lemon twist, garnish

How to make it:
Add all ingredients to a shaker filled with ice. Shake vigorously. Strain mixture into a chilled martini glass and garnish with a lemon twist.

*For a little extra sparkle, rim each glass with blue sugar.

White Stars

2 oz. PURUS Organic Wheat Vodka
1/2 oz. orange liqueur
1/2 oz. lemon juice
1 egg white

How to make it:
Add all ingredients to an empty shaker and shake vigorously.* After the mixture has been shaken, add ice to the shaker, and shake again. Strain the mixture into a martini glass and enjoy!

*Shaking the ingredients first without ice ensures a frothy mixture that is key in this recipe!

Sweet Freeze: An Ode to the Popsicle

There are few summer foods, that are as fun to eat, as a popsicle. Their vibrant colors, sweet flavors, and cooling effect are perfect for any searing summer day. What could possibly make the popsicle even better? How about a little PURUS Vodka?

Now before we go any further, some of you may be thinking, “Can you actually freeze vodka?” The answer is YES! And we’ll show you how with these satisfying frozen treats. Although you may feel like a kid while enjoying these icy delights, they are definitely adults-only!

Strawberry-Peach PURUS Pops
recipe adapted from
Makes 12 2.5 oz popsicles

6 oz. pureed strawberry (about 10 strawberries)
2 oz. peach syrup (recipe follows)
12 oz. tonic water
2 oz. plus 3 oz. PURUS Vodka (divided use)

1. In a small bowl, combine the strawberry puree and 2 oz. of PURUS Vodka. Stir to mix. Place three teaspoons of strawberry mixture in the bottom of each popsicle form; set aside.

2. In another bowl, combine peach syrup with tonic water; stir to combine. Add remaining 3 oz. of PURUS Vodka to the peach-tonic mixture and stir.

3. Pour peach mixture on top of strawberry mixture in the popsicle form. Stir to combine.

4. Freeze for about 2 hours or until mixture starts to solidify enough to hold a popsicle stick upright. Insert popsicle sticks and finish freezing popsicles for an additional 12-14 hours. To release popsicles run hot water on the outside of popsicle molds for a 2-3 seconds.

Peach Syrup
½ cup sliced peaches (about 4 medium size peaches)
1 cup water
1 cups sugar

1. Wash, peel, and pit ripe peaches. Place peaches in a blender or food processor and process until peaches are pureed.

2. Place water, sugar and peach puree in a pot and bring to a boil and continue to boil for 5 minutes.

3. Strain into a clean, glass container with an airtight lid for storage.

Have Your Vodka and Eat it Too!

Purus Vodka is our favorite vodka for sipping, mixing, and as you’ve seen, infusing. But it’s also our favorite vodka to use in the kitchen to create unique vodka-infused dishes from appetizers to dessert! We thought we’d share a few of our favorite recipes that will let you have your Purus Vodka, and eat it too!

A perfect way to kick-off any party!

Citrus Marinated Shrimp Cocktail
1 cup orange juice
1 cup fresh lemon juice
3/4 cup ketchup
1/3 cup PURUS Organic Wheat Vodka
1/4 teaspoon hot pepper sauce
1/4 cup olive oil
1 1/2 pounds cooked/peeled large shrimp
1 small red onion, thinly sliced (about 1 3/4 cups)
1 cup finely chopped fresh cilantro

Combine juices, ketchup, vodka and hot pepper sauce in large bowl. Whisk in oil. Add shrimp, onion and cilantro and mix well. Cover and refrigerate at least 3 hours and up to 6 hours. Drain before serving.

Spiked Watermelon Salad
1 8-pound watermelon, peeled, cut into 1-inch pieces (about 16 cups)
1 cup fresh lemon juice
2/3 cup sugar
1/2 cup PURUS Organic Wheat Vodka
6 tablespoons crème de cassis
1/4 cup chopped fresh mint

Place watermelon in large bowl. Whisk fresh lemon juice and sugar in medium bowl until sugar dissolves. Whisk in vodka and crème de cassis. Season mixture to taste with salt. Pour mixture over watermelon. Cover and chill at least 1 hour and up to 2 hours. Sprinkle with chopped fresh mint and serve.

Sabayon at its Purus with Peppered Strawberries
1 pint of strawberries
1/4 cup of sugar
1/2 tablespoon of fresh black pepper
6-7 mint leaves (chopped)
Splash of PURUS Organic Vodka
Remove tops of washed strawberries and cut into quarters, toss with sugar, pepper, and chopped mint (reserved a small amount for garnish). Mix in bowl, cover, and refrigerate for 2 hrs.

4 large egg yolks
1/4 cup of sugar
1/4 cup of PURUS Organic Vodka

Whisk yolks and sugar together in large metal bowl. Over small pot of boiling water, continue to whisk yolk/sugar in bowl, slowly add vodka. Continue to whisk over double boiler until mixture sets-up to a loose custard. Remove from heat and allow to cool.

To finish, toss strawberries with splash of Purus Vodka, spoon onto small plate. Spoon the vodka sabayon over strawberries, garnish with mint leaves.

Do you have creative ways to ‘eat’ vodka? Share them with us! We’ll share them with our fans and followers!

Drinks for Cinco

Cinco de Mayo is just around the corner (May 5, 2012)! And when you think Cinco celebrations, the last thing you probably think about is vodka. Well, we hope you’re open to a little change. Don’t worry! We’re not going to muck up the beloved tequila -based margarita, after all some things should stay just as they are.

What we hope to do is introduce you to Cinco de Mayo-inspired drinks and cocktails…sans tequila. These recipes are simply, a new (delicious!) way to celebrate.

La PalomaThe Paloma
2 oz. Purus Organic Wheat Vodka
6 oz. fresh grapefruit soda
1/2 oz lime juice
salt for rimming (optional)

How to prepare:
Rim a collins glass with salt. Fill the glass with ice and add the Purus Vodka and lime juice. Top it off with grapefruit soda.

Sweet Fire MartiniSweet Fire Martini

2 oz. Pepper-infused Purus Vodka
3/4 oz. Agave Nectar
3/4 oz. Lime Juice
Candied jalapeno slices

How to prepare:
Add the pepper-infused Purus Vodka, agave nectar and lime juice to a shaker filled with ice. Shake vigorously and strain into a chilled cocktail glass. Garnish with candied jalapeno slices.

Mango-Mint Cooler

1.5 oz. Purus Organic Wheat Vodka
2 oz. mango nectar
6 oz. Club soda
Few sprigs of mint
Toasted chile powder, garnish

How to prepare:
Add the mango nectar and mint to a mixing glass and muddle. Add the Purus Vodka and stir to mix. Pour the mixture into a collins glass filled with ice. Top with Club soda. Garnish with sprig of mint.

The Roaring Daisy

Did we mention that we LOVE any reason to celebrate? ImageWell in case we hadn’t, now you know. Which is why we’re ecstatic that it’s April 10th. Why you ask? Well it seems that on this day in 1925, F. Scott Fitzgerald published “The Great Gatsby” – a literary work riddled with parties and decadence. So we’re channeling our inner-Nick and Daisy for a seriously good time!

So in serious ’20s style, we celebrate today with a cocktail that would have any flapper of the day (and you too!) doing the Charleston. Take a look at how to make a cocktail we call, “The Roaring Daisy.” Enjoy!

The Roaring Daisy
1 ounce Purus Organic Wheat Vodka
1 ounce Lillet Blanc
2 1/2 ounces fresh squeezed grapefruit juice
Garnish: orange slice

Fill mixing glass halfway with ice. Add Purus Organic Wheat Vodka, Lillet Blanc, and fresh squeezed grapefruit juice. Stir until cold. Strain into ice-filled glass. Garnish with orange slice.

Make That Expansion, A Double…


Organic Italian Wheat Vodka Expands Distribution to Illinois, Texas, North Carolina and New Mexico

ST. LOUIS, MO. (April 9, 2012):  PURUS Vodka, an organic wheat vodka imported from the Piedmont region of Italy, is expanding its distribution from four to eight states beginning later this month.  PURUS will now be available in Illinois, Texas, North Carolina and New Mexico.  The brand has been available in Missouri, Arizona, Florida, and Ohio since it was launched in 2011.

The expanded distribution is a significant step in establishing PURUS as the premier high-end organic vodka imported from Italy.  PURUS is the flagship brand of an emerging portfolio of super-premium spirits brands owned by Pure Holdings LLC, in Clayton, Mo.

“The response to PURUS Vodka this past year has been overwhelming and well beyond our expectations,” said John Giarrante, president of Pure Holdings.  “Wholesalers, retailers and consumers have contacted us from around the country and internationally, so we’re doing our best to address the demand and strategically grow the brand with wholesaler partners that provide us with the best chance for success.”

Known for its clear, droplet-shaped bottle that pays tribute to the pristine water flowing from the Italian Alps, PURUS has a light body and velvety sweetness that comes from the 100 percent organic wheat and being column distilled five times.  PURUS is crafted by the Sacchetto family in Lagnasco, Italy, using 100 percent organic wheat grown by a dedicated group of Italian artisan farmers.

Pure Holdings launched the PURUS brand with Grey Eagle Distributors, Missouri Eagle Distributors, and Krey Distributing in Missouri.  The company has signed similar agreements in each of the four new states it’s entering.

“PURUS Vodka has been an excellent addition to our portfolio of brands,” said Bob Bush, director of marketing and brand development, Grey Eagle Distributors.  “Retailers and consumer have really responded to the brand quickly.  The brand’s Italian heritage, premium positioning and clean taste really distinguish it from other vodkas.

PURUS was launched in April 2011 and has achieved a strong, loyal response from vodka drinkers in high-end restaurants, grocery and liquor stores.

In November 2011 Forbes magazine contributor Larry Olmsted referred to PURUS as “quite simply the best vodka I have ever tasted.”  The brand also received the Superb (90-95) Highest Recommendation from Wine Enthusiast magazine’s TOP 50 Spirits of 2010, and has been named “Best in Category” and received a Gold Medal at the Los Angeles International Wine & Spirits competition.

PURUS is supported with print, digital and out-of-home advertising featuring the brand’s signature bottle and “Vodka at its PURUS” tagline.  The dedication and commitment to quality to the liquid in the bottle is also translated to the packaging, the bottle is 100 percent recyclable with a tree-free label and soy-based inks, water-based adhesives and a sustainable cork closure.  PURUS is available in 750ml bottles and is 40 percent alcohol by volume (80 proof).

PURUS Vodka is a brand of Pure Holdings LLC, a parent company of an emerging portfolio of premium and super-premium spirits, hand-crafted beer and wine brands. Pure Holdings is based in Clayton, Mo.


Retro cocktail hour? Yes, please.


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