Getting the measure of... PURE Vodka

There’s a new ultra-premium vodka on the block, but you’d be forgiven for not noticing because it is so clean and pure and 100% natural that you have to look really hard to even know it’s there. It’s like the air. Or time. Or being attracted to Ryan Gosling and/or Emma Stone.

PURE Vodka launched on 1st November 2018 and, true to its name, it promises to be the purest form of vodka possible. It’s made with 100% natural ingredients, with no sugar, no artificial flavourings, no preservatives, no additives and no carbs, plus it’s vegan friendly and gluten free. I’m no scientist, but I’m pretty sure this means it is made up entirely of vodka molecules consisting of vodka atoms. It’s the only explanation.

Ok, there’s another explanation. This ultra-simple UK product is small batch distilled, by hand using techniques to distill to the equivalent of ~100 times the purification of traditional pot still distillation. For a beautiful finger-pointing comparison, PURE Vodka’s website explains that Ciroc and Grey Goose vodka are just 5 times distilled, proving that PURE Vodka is distilled down to the point where it is presumably so clean, it barely even exists outside of it’s own negative space in a reverse reality. But, like I say, I’m no scientist.

Either way, it is an incredible crisp and clear vodka with a uniquely pure flavour. And so I have created a few drinks inspired by this...

Driven Snow



2oz PURE Vodka
1oz Lychee Liqueur
1/4oz Jasmine Tea
1/8oz Dry Vermouth

Method: Shake all ingredients with ice and strain into a coupe glass. Garnish with a mint leave.
First up, I wanted a drink that had a crystal clear taste to emphasise PURE’s crisp look and feel. As cool as winter, but sweetened by the liqueur, this Chinese-inspired drink is clean, smooth and delicious.

Mint Condition



8 mint leaves
2oz PURE Vodka
1/2oz Elderflower Liqueur
Green Chartreuse Rinse

Method: Pour a small amount of Green Chartreuse in a chilled coupe glass, rinse around and discard the remaining amount. Then shake the mint, vodka and elderflower liqueur with ice and strain into the glass. No garnish.
When I think of clean and refreshing flavour, mint is the first ingredient that springs to mind. So here’s a cocktail built around that, with the elderflower and herbal Chartreuse doubling down on PURE’s organic ethos. And no garnish here because, well, because it wouldn’t be in mint condition.

Pure Negroski



1oz PURE Vodka
1oz Italicus di Bergamotto
1oz Luxardo Bitter Bianco
1oz Dry Vermouth

Method: Build all ingredients in a rocks glass and stir with ice. Garnish with expressed orange peel.
Lastly, I wanted to use PURE in a clear variation of a normally coloured drink, to highlight its cleanliness. The first thing that came to mind was a Negroski, a vodka riff on a Negroni, and while I have seen White Negronis before, I haven’t seen a White Negroski. Surely there’s no better vodka to try this riff for the first time than this one.
You can find out more about PURE Vodka, it’s history and message, as well as info on where to buy it and other cocktails to make with it, visit the PURE Vodka website.

Tags: PURE Vodka, Vodka

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