Shots are an exclamation point!

Mar 7, 25

Shots get a bad rep.

They're often associated with youth, cheap alcohol, and rowdy nights out. But there’s another side to shots that many overlook—one rooted in tradition, connection, and shared experiences.

Mirroring and Trust

Whether you’re a CIA interrogator, a poker player or someone trying to make a good first impression, one common thread you’ll find, is that mirroring body language is a powerful tool. By mimicking someone else’s movements, you can build trust, establish a connection, and demonstrate empathy. In many ways, taking a shot together is the ultimate act of mirroring.

When you take a shot with someone, you both reach for the same cup at the same time. You drink the same spirit, at the same time, and place the cup down together. It’s a synchronized dance, a simple yet profound act that brings people together in a unique way.

The Rhythm of the Shot

There’s something different about taking a shot with someone compared to sipping a cocktail or enjoying a glass of wine. With wine or cocktails, the rhythm is more drawn out—you’re drinking at your own pace, possibly with different drinks in hand, the flow of conversation taking priority over the drink itself. A shot, on the other hand, has a clear rhythm: you pick up the cup, you raise it, you drink it, and you place it down. It’s an immediate experience.

A shot is like an exclamation point in the middle of a conversation. It’s a punctuation mark that’s often preceded by a toast, a shared memory, or a word of congratulations. It’s a verbal bookmark before you experience something together. And when you take that shot, you both live in that moment for just a second, perfectly synchronized.

A Universal Tradition

Shots are not just a modern phenomenon, they are a global tradition. Whether it’s vodka in Russia, soju in Korea, tequila in Mexico, or aquavit in Scandinavia, shots are a way of sharing a moment with someone, marking something important, or celebrating life. This shared tradition exists in many forms, and no matter the drink, the intent remains the same: connection, camaraderie, and celebration.

Zakuska Vodka: Made for the Moment

I started this brand, in part, because one of my love languages with my dad is sitting down together, having some shots, talking about the mundane with as much passion as we can muster and listening to him remember old jokes. I made this vodka with that in mind. It’s crafted with a unique blend of soft red winter wheat and corn, Zakuska offers a smooth, flavorful shot that enhances the experience. It’s not just about the act of drinking; it’s about the experience—the connection, the shared moment, and the ritual that turns a simple shot into something meaningful.

What is unfiltered vodka

Unfiltered vodka is a distinct category of vodka that bypasses the final filtration process typically used in vodka production. As a result, it retains more of its natural flavors, giving it a richer and more robust taste compared to its filtered counterparts. The absence of extra filtration allows the vodka to maintain its character, offering a fuller tasting experience that highlights the ingredients used in its creation, such as wheat, corn, or rye.

While most vodkas undergo multiple filtration processes to remove impurities and achieve a neutral taste, unfiltered vodka embraces the complexities that come with leaving those elements intact. This unique approach has gained popularity among vodka enthusiasts seeking something with more depth and personality.

A Brief History of Vodka Filtration

Historically, vodka was made to be as neutral as possible. It was considered a "blank canvas" for cocktails, devoid of any distinctive flavor, aroma, or character. To achieve this, vodka went through rigorous filtration processes to remove any impurities left from the distillation process. Charcoal filtration, among other methods, became the standard for producing a crystal-clear and tasteless spirit.

The history of charcoal filtration in vodka can be traced back to the 18th century. While the process of filtering spirits using charcoal predates vodka, the method became particularly associated with vodka production in the early 1900s. Charcoal is especially effective in filtering out impurities because it has a vast surface area that absorbs undesirable compounds, leaving behind a purer and more neutral liquid.

One of the most famous early proponents of charcoal filtration was Pyotr Smirnov, the founder of the Smirnoff vodka brand in Russia. In the late 1800s, Smirnov began experimenting with charcoal filtration, which became a key part of his vodka production process. By using charcoal to filter the vodka, Smirnov was able to create a smoother and more refined product, helping to establish his vodka as one of the top brands in Russia. The use of charcoal became widespread in vodka production during the 20th century and remains a hallmark of high-quality vodka to this day.

The Benefits of Unfiltered Vodka

Unfiltered vodka offers a range of benefits that appeal to those who appreciate more complex flavors in their spirits. Here are some of the key advantages:

• Flavor: The absence of additional filtration allows the natural flavors from the raw ingredients—such as wheat, corn, or barley—to shine through. This results in a vodka that can offer subtle tasting notes of honey, vanilla, and spices, providing a fuller, more textured experience than traditional vodkas.

• Purity: Unfiltered vodka tends to retain more of the inherent character of its base ingredients. This means that each bottle of unfiltered vodka is more reflective of the distillery’s process and the quality of its raw materials.

• Fuller Mouthfeel: Unfiltered vodkas often have a richer mouthfeel, offering a smooth, velvety texture that many connoisseurs appreciate. It’s a departure from the often overly clean and sharp texture of filtered vodkas.

The Changing Federal Definition of Vodka

For many years, vodka’s definition under the Alcohol and Tobacco Tax and Trade Bureau (TTB) was strict. According to the federal regulations, vodka was considered a neutral spirit with no distinct aroma, taste, or character. This definition underscored the idea of vodka as a flavorless base for cocktails, and any variance from this neutrality was discouraged.

However, in 2021, the TTB updated the definition of vodka, recognizing that vodka can now retain some taste, aroma, and character derived from its ingredients and production methods. This change opened the door for more variation and creativity in vodka production, allowing producers to create products that are flavorful and reflective of the raw materials used.

Previously, vodka was expected to be a "neutral" spirit—essentially tasteless and odorless—making it difficult for distillers to showcase the full range of flavors present in their vodka. With the updated definition, vodka can now be celebrated for its individuality, with room for styles like unfiltered vodka to thrive in the market.

Unfiltered Vodka and the Modern Vodka Movement

The evolution of the TTB’s definition aligns with the broader movement in the spirits industry toward more artisanal, craft products. Distillers are now free to create vodkas that carry the distinctive qualities of their ingredients, rather than being confined to the neutral profile that once defined the spirit.

Unfiltered vodka is an excellent example of this shift, offering a product that highlights the natural flavors and textures of its base ingredients. It stands in stark contrast to the bland, mass-produced vodkas that dominated the market for decades. As consumers become more interested in spirits with more character, unfiltered vodka offers an exciting and flavorful alternative to traditional, neutral vodkas.

Zakuska Vodka: A Taste of Character

Zakuska vodka is crafted from a carefully balanced 50/50 blend of soft red winter wheat and corn, chosen for their complementary qualities. The soft red winter wheat imparts a smooth, slightly sweet flavor, while the corn adds a rich, full-bodied texture that enhances the overall profile. Together, these ingredients create a vodka with a distinctive character, unlike the neutral spirits of the past.

The tasting notes of Zakuska vodka include delicate hints of honey, vanilla, and fig, accompanied by subtle spice undertones that reflect the natural qualities of the grains used in its production. This unfiltered vodka offers a smooth, slightly creamy mouthfeel, making it perfect for sipping neat or as the base for a wide variety of cocktails. We hope you’ll give unfiltered vodka a try, we think it adds some great options to a category that’s been in neutral for a while!