TALE OF TWO VODKAS: LEVEL & ABSOLUT 100
By Michael Hepworth
Here are two vodkas from the Absolut Family in Sweden
that are so different in taste and texture,
that it is hard to believe they come from the same family. Absolut
started out shipping their Vodka to the
during the reign of Abba in 1979, and just like the supergroup, they
believe in creating new boundaries and taking some risks along the way.
They have been in existence since 1879, and are now the world’s third
largest Vodka firm. The
advertising campaign for LEVEL
VODKA indicates something that is smooth, sophisticated and sexy.
Level hired the photographer David Brandt for their campaign, and it has
proved to be highly effective. In all honesty, the vodka is excellent, and
in fact once you have tried it, could very well become your top choice.
It is certainly giving some of the other brands in the same price
range a real run for their money. A nice sweet taste of citrus comes
through after the lengthy distillation process, where the alcohol is
cleansed of all impurities.
Retailing for $37.50, Level has been around since 2004, and is made from
winter wheat in a two part distillation process. Level is an 80 proof
vodka, and the understated design goes perfect with the terrific taste of
the drink, either by itself or in a martini. It is best drunk rather dry
with only a small amount of vermouth, not to dilute the taste entirely.
Level is perfect for romantic evenings or intimate get together, and after
checking out the web site, it is pretty clear that Level Vodka have had
some real success in their marketing strategy.
On the other hand, ABSOLUT 100 which retails for $55 is what’s known in the industry
as a Macho Vodka, geared for the hard drinking man and the male global
audience. Now I know why my wife much preferred Level to this one, which
is higher proof and distilled from the grain fields of
The Absolut 100 had its major launch in
of all places earlier this year, and the ongoing introduction to the
marketplace will continue right through to the end of the year.
It is specifically geared towards the male traveler in the duty
free shops around the world. I
suppose there must be a huge market for vodka of this style. The taste is
rather distinctive, a bit like old grain and dried fruit. This is an
acquired taste, and it does come in a no nonsense opaque, black, sliver
and grey bottle, but this is strictly for the guys coming round to watch
the sports on a weekend evening.