5 Vodka Myths BUSTED by BOLD Spirits Founder Mathieu Bélanger

We sat with BOLD Vodka founder Mathieu Bélanger to find out which vodka myths rang true regarding its quality, taste and the perception of price point when marketing this spirit in particular. 

You need to spend over $30+ for a quality vodka?

“Price positioning is very important in terms of marketing and in general the consumer has gotten used to associating price with its quality. In the case of vodka, consumers apply the same logic where an expensive vodka will automatically be top shelf and therefore better. However, this is not always the case. I created BOLD Vodka with precisely the purpose of surprising people. I wanted to demonstrate to consumers that it can be of high quality, and delectable without having to pay more than $30.

The key for success? 1) Be meticulous with each step of the production process along with the components that go into the creation of BOLD Vodka (ex: bottle, label, boxe, etc);  and 2) position the product in relation to a reasonable marketing position. Don’t overprice the product simply to align it as a ‘luxury good’. With BOLD Vodka I wanted to offer a superior product (the medals received prove it) at an affordable price (Only $ 24.30 at the SAQ).”

Vodka is tasteless, and all the ‘flavours’ are brand folklore?

“From experience I disagree. Although the official definition states this, I find that every vodka has its personality with the liquid and manufacturing components being different. In the case of Bold Vodka, we use corn since this cereal is naturally sweeter than the others. This will give it a more pleasant roundness and therefore, much easier to taste, especially straight. We also use incredibly pure spring water from the Mauricie region and carbon filtration. Bold vodka is filtered 3 times. Too much filtration will, in our opinion take the taste away.”

Vodka needs to be Russian or Eastern European to be ‘authentic’? 

“As far as I am concerned, that is not remotely true. Eastern Europe may be the origin of vodka, but there is nothing authentic about it. It is not a specific region like it is for wine. It means vodka can be produced in a tiny geographical area while following a distinct method. Vodka can be made from any element that can ferment and distill. It can also be done anywhere in the world. What will make a product authentic is above all the ingredients.

BOLD Vodka is made from Canadian corn and Quebec spring water. This is an authentic Quebec and Canadian Vodka that is considered a spirit heavyweight by international standards.”

You can recognize quality vodka from its bottle design or label craftsmanship?

“This is clearly wrong! The bottle and its label are sort of like business cards. It’s marketing positioning and can lead a consumer to believe the product inside the bottle is better. This applies with all liquor, do not be fooled anymore. Results from many blind tastings comparing very popular vodkas by their bottle and label back this myth. The BOLD Vodka project was to find a balance between all these factors without compromising on the quality of the liquid because after all, it is the most important element!

Our bottle and label are minimalist yet pleasing designed in order to focus on the liquid but above all to offer a product at a fair price to consumers. BOLD vodka was named ‘Best North American Vodka’ at the World Master Hong Kong in 2019 in addition to receiving several gold and double gold medals. The liquid speaks for itself!”

The more you distill vodka, the better it tastes?

“FALSE. The more distilled and filtered the less taste the product will have. Some products try to pretend that multiple distillations (4x, 5x or more) and filtering will produce an exceptional vodka – clearly marketing myths to me. Adding steps in the distilling process impacts the production cost, therefore the selling price to consumers and will not result in a better tasting product. It’s all about finding the right balance.

I believe that with BOLD vodka we were able to achieve that balance. BOLD Vodka is the result of double distillation and triple filtration. May as well savour it with a bit of personality. The end result is a delicate vodka with a refined finish and above all, at an extremely competitive price. 

So how does the BKM Family enjoy our BOLD Vodka? Paired with mixology master organic mixes from @Fluxbarservice. This is one of our faves. We often send it to cheer up clients & friends fed up of their remote work in lockdown mode. It’s called the Sit you A** home  and it’s a sublime Summer time cocktail!

If you enjoyed our Vodka myths busting, you will love Cider Myths busted. Stay tuned!