In the world of vodka marketing, purity = profits. There are many dozens of brands available (many of which are very successful) which make often quite obscure claims about using particularly pure water, multiple distillations, and filtration through anything from charcoal to diamonds in order to lure customers into thinking they have achieved that holy grail of vodka success. It is not without a touch of cynicism therefore that we learn of a vodka going one step further an even naming itself ‘Purity’. Although distilled a huge 34 times from winter wheat and barley, this vodka from Seweden does stand out for not using charcoal (or allegedly any other filtration) filtering. Using a copper pot still, it is claimed that only 10% of the distillate makes the cut, which is then blended with a mix of deionised water, mineral-rich water and column-distilled wheat spirit. That last bit sounds intriguing, but the producers are strangely tight-lipped about what it actually means.