New vodka a protein-infused style

Some years ago, in a TV commercial for a certain brand of cheese, an actor turned up his nose every time the voiceover informed viewers that a competing brand contained "casein."

To many people, that meant casein -- from the Latin word for cheese and pronounced kay/scene -- was a bad thing. To those who know it is the main phosphoprotein that makes up 80% of the proteins in cow's milk and cheese, we wondered what the big deal was. But, as always, advertising won out.

The creators of a new vodka called Devotion are hoping drinkers will accept casein as a good thing, because they've added it to their spirit and are pushing the drink as a jolly way for athletes to hydrate for muscle recovery.

Devotion Spirits is a San Francisco company founded last year by Drew Adelman, a nightlife and dining aficionado and fitness buff. The 80 proof vodka, triple distilled from corn, is infused with PeptoPro® casein.

“My own personal mantra has always been, if you are going to be bad you might as well be good,” Adelman said. “With Devotion Vodka I can stay devoted to my regimen while stepping out for a good time. I used to actually take my own protein out with me when I went for a night on the town. Then I realized there were millions of people like me who wanted to take care of their bodies and also have a good time. From that passion, Devotion Vodka was born.”

The new spirit is being marketed for $29.99 for the 750ml bottle in California, New York, New Jersey and Connecticut at the moment. Market response will dictate its future distribution.

To Dowd's Spirits Notebook latest entry.
To Dowd's Wine Notebook latest entry.
To Dowd's Brews Notebook latest entry.
To Dowd's Non-Alcohol Drinks Notebook latest entry.
To Dowd's Tasting Notes latest entry.
Back to Dowd On Drinks home page.