Now I’ve Seen Everything…
Introducing Devotion Vodka…”the world’s first protein-infused spirit”. made with Pepto Pro, a casein (protein) hydrolysate.
Who would invent such a product – and why? According to the company,
Recognizing that those interested in their fitness and physical appearance are the same social beings that enjoy nightlife, Mr. Adelman has an intimate understanding of the conflict that comes with ordering a cocktail that is not conducive to a fitness regime. A former body builder whose daily diet at one time consisted of 135 grams of protein per day, Mr. Adelman would take his own protein out with him for a night out on the town to supplement his vodka and soda cocktails.
135 grams of protein – lol! As if someone needs to snort down protein-infused hooch to manage that one.
Bottom line: there’s no such thing as as a cocktail that’s “conducive to a fitness regime”. Doesn’t mean you can’t enjoy one any way, every once in a while, but those interested in “their fitness and physical appearance” will keep their intake in the low-moderate range…period. Gimmicky drinks not required.
June 19, 2009
By no means is Devotion Vodka positioning itself as a “protein supplement”. The reason for the protein is two-fold:
1. It actually smoothes out the naturally harsh taste of alcohol. You have to try a shot to understand. We’ll gladly send you a bottle…at a discount. 🙂
2. If you are going to drink alcohol, even in moderation, why not benefit from that drink in some way. It doesn’t hurt to get an extra boost of protein in your diet. We all could use a few extra grams here and there.
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June 19, 2009
If the addition of protein to Devotion creates a smoother taste, that’s great. And if this point was the focus of the product write-up, I’d have very little to say about it. But, it’s not – thus, the reason for my post.
My comments above are based entirely on the company’s claims that Devotion is “a product that adheres” to customers’ “healthy lifestyles”. This identifies gym rats (such as myself) as a target market. Problem is, those of us adhering to healthy lifestyles a) already obtain plenty of protein; thus a few extra grams are nutritionally irrelevant; and b) drinking vodka isn’t a healthy practice – at best, it’s health-neutral, assuming moderate intake.* Making vodka less unhealthy (assuming the added protein even has this effect) does not make it good; only marginally better than competing, unfortified products.
Thus, promoting it as a source of protein for fitness-minded people, regardless of whether it qualifies as a “protein supplement” (a statement I did not make, btw), is strictly a marketing gimmick.
For the record, I’m no teetotaler or “nutrition Nazi.” But I AM a consumer advocate: it’s my job to dissect marketing claims. I have no reason to disbelieve your point about Devotion’s taste. Hell, when it hits the market, I might even buy a bottle – at the full retail price, too. But I would also sip it w/the full realization that a) it’s no health food; and b) it likely contains very little Pepto-Pro anyway. I’ve used Pepto Pro before: and while it may taste good relative to other hydrolyzed dairy proteins, it’s not particularly tasty in an absolute sense.
*for the record, the reference to “head banging side effects” does not lend itself to this interpretation. 😉