What makes a vodka filtered 7 times so much better?

Being a guy from Texas who defines a great meal as grilled ribs, brisket and cheese grits, my knowlege of vodka is limited.

I had a sample of "Rated X" vodka liquer. There were a few flavored varietys that were quite tasty. The woman spokes person touted the fact that this product was filtered 7 times.

I would have thought if you did not get the problem resolved by the third filtering, you must be using the wrong element size. The K&N oil filters I use on our race bikes work great and I never have to filter more than once.

Please help me broaden my horizons. I may have to meet with the president one day and need to be prepaired.

The more filtering you do, the smoother the taste. Also, filtering removes impurities and congeners (toxic chemicals that are formed during fermentation, some liquors have more of them than others). Congeners have a lot to do (along with dehydration!) with headaches the next day! Big reason why you get worse hangovers from certain alcohols (for example, brandy has the most congeners of any alcohol, then red wine on down to gin and vodka having the least, generally) or from less expensive ones that are only filtered once. Bad vodka tastes like rubbing alcohol, good vodka should taste close to water.

And yes, it can be partly hype, but anyone who has ever gotten drunk off a bottle of Zemkoff or popov vodka as opposed to (NOT VERY EXPENSIVE, but very good brands) like Sobieski or Svedka or Skyy, or the more expensive belvedere, Grey Goose et al. knows there is a HUGE difference!!

Yeah, top shelf vodka really is better. Take a look at the link. The filtering probably doesn't make it top shelf. That happens somewhere else.

How about these grits, ribs and brisket. I'm betting vodka in lemonade would be money with that.

The advertising people who use it as a gimmick. Vodka is essentially a mixture of ethyl alcohol and water and little else. So it really doesn't matter how many times it's filtered. No vodka I've ever seen is cloudy.

Marketing hype, pure and simple. Convince people that there really is a difference between 6 filters and 7 filters and their own vanity will ensure that they never allow themselves to be seen by others drinking your competitors product.

I'm guessing - other than as the first answer so eloquently stated - that it is part marketing hype, and possible part - gawdzferbid - their starting with some really crappy vodka and HAVE to filter it seven times :p

Its not as raw and bitter. It is smoother going down.