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Flavored Vodka Is Ready to Stop Being a Punchline

Long disdained by the bartending world, the category is leaving behind its saccharine past.

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It may be a spirit that might never grace an award-winning bar menu or be spoken of in the hushed tones used for rare single malts. Yet flavored vodkas are coming of age. 

“What’s tarnished their reputation is that a lot of brands put out flavors that were not naturally grown,” says Grey Goose global ambassador Joe McCanta, referring to flavors such as peanut butter and jelly and whipped cream. “It’s time for well-made and naturally flavored vodka to get respect.”