"A lot of distillers will tell you that the more times you distill the spirit, the better it is. That is a lie. Don't pick a vodka because it's been distilled hundreds of times. If a vodka has been distilled hundreds of times, it's because the raw materials it's been distilled from are crap. Find a spirit that's been distilled the appropriate number of times.

"At Belvedere, we distill four times. We're distilling rye, which can be quite spicy and bold. So, in order to appeal to a Western palate that hasn't grown up drinking vodka, we have to be sensitive to the liveliness of rye, meaning four distillations. To bring a sense of elegant restraint to the grain, four is the optimal number."