Q&A with Joe Petch. Brand Ambassador, Reyka Vodka.
- Mar 15, 2015
- 6 min read
So, let’s talk vodka. More specifically Reyka Vodka. What was it about this vodka that pulled you in?
Well, that is a very good question! I‘ll start at the beginning. I’ve been bartending to some degree since I was 18 years old (so scarily quite a while now) and for many of those early years I only really drank beer & did shots, I can say safely say that even though my pallet has dramatically changed over the years, I’ll still never pass on a good beer!
For many years I had what I now call a ‘subconscious non-interest’ in Vodka. It’s where I've neither loved nor hated it but merely continued to oversee it day to day. Aged spirits have dominated my drinks cabinet and have such an important role to play in the industry; however we often overlook the un-aged spirits (unless they are fully immersed in a category boom such as gin over the past few years). But let's not forget the fact that without amazing ‘un-aged’ spirit there would be little amazing ‘aged’ spirit let alone decent liquor, flavoured spirit and so on. I realised this after being asked to help with Reyka (William Grant & Sons own venture into the vodka category) around 2 years ago. Before I fully committed I sat down with a bottle of Reyka and tried to determine just why I had overlooked the Vodka category for so long. It didn’t take me long to realise that there had been very few vodka brands that actually excited me. Looking back it seemed to be a barrage of:
Cool Vodka: aka ‘let’s stick a sparkler in it and sell for £100’s’
Cheap Vodka: aka ‘I’m not drinking that straight’ – Big volume/big profit
Flavoured Vodka: I have enjoyed a few flavoured vodkas in the past but really? Surely just make one with fresh ingredients?
It is exciting to see a greater number of smaller scale producers being recognised amongst the volume producing powerhouses of the vodka world. This may go in hand with a general increased appreciation for quality neutral spirits.
The thing is, it isn’t always about finding a spirit with the flavour profile the size of a house, or a vintage port finished, rare cask whisky from 1968. Sometimes you may just want something a little simpler, versatility is the key word here, and with vodka being arguably the most versatile spirit in the world, the challenge really is on ourselves to create amazing drinks with a truly unlimited number of flavour combinations.
What’s led me to be so passionate about Reyka is its unique production methods, that it actually has a vodka flavour, the genuine people who make it and the place they are all from, Iceland.
What does it mean to you to be brand ambassador for Reyka?
It really does mean a lot and it’s perfect for the way I have looked at creating inventive serves over the years. My entire bartending career has been doing things in a slightly different way to normal; from designing an automatic dry ice beer opening system, serving coconut & mango daiquiri’s in the form of a boiled egg, vodka martini dispensers, edible/disappearing glassware and pick your own Bloody Mary tomato plants. I believe drinks should be fun and not taken too seriously; I respect the classics and admire tradition but don’t expect me not to throw in an unusual twist on any of these I make for you.
And what new things are you bringing to the table?
I truly believe in changing the stereotype and evolving perceptions of the vodka category, much the way Monkey Shoulder has done with Malt Whisky. It’s a big ambition but I’m not in a hurry and have plenty more projects in the pipeline.
What do you think Reyka offers that other vodkas don’t? What makes it so great?
I am a firm appreciator of all well produced, quality spirits. However Reyka basically reinvented the approach to vodka production. They designed and built a customised, geothermal powered, copper Carter Head still in Iceland (the only one like it in the world), used naturally occurring lava rock for filtration and local spring water (taken at source it is around fourteen times purer than bottled Evian and required absolutely no filtration or treatment). Reyka is made in small 1000ltr batches by Thurdor. All these elements helped Reyka win the best tasting vodka in the world at the IWSC in 2011, so something must be right.Oh, and Thurdor is our master distiller, he is quite an interesting character. With a part time assistant he makes all our Vodka by hand at the distillery and when he isn’t making it he is a local policeman, fire fighter and father of 4.
What are your main influences? Where do you get your inspiration from?
I have been inspired by so many people over the years it would be unfair to make you read all the names, besides i would probably forget a few. Apart from the great names we all know and love, if I’ve worked with you on a bar then you’ve probably helped influence me in some way or another.
What’s your favourite part of the job?
I suppose having the freedom to be creative and unleash my most ambitious bartending ideas to date. I’ve always had fairly unconventional ideas (some good and definitely some bad!) but now I get to do what I love all the time; bartending, building stuff & travelling.
Let’s talk about your insane chainsaw shaker. That thing is pretty damn cool. How did you come about developing that? And more to the point, why?
Well this came about after years of bartending. I had seen several powered shaker inventions over the years but they were all either way too expensive or required far too much bartender effort. I had an old chainsaw in the workshop and said to some friends, "shall we make a cocktail shaker out of that". Before you knew it we were knee deep in scaffold and chopping up cam belts! Why you ask? Why not? Most people gave up asking me that a while ago!
So, where can you go from there? Any other surprises up that sleeve of yours?
I recently registered my lounge with a rectification licence, so I have been playing with my rotorvap a lot more over the past few months. I even distilled some Irn-Bru for that Scottish bloke (Grant Neave’s) birthday last week. As for new ideas, there are loads (usually scribbled on the back of a bar napkin) but I couldn’t possibly disclose that kind of information!
You spend quite a bit of time in Iceland, what three things would you recommend to do there?
I’m not going to lie, I’ve been lucky. I’ve been to Iceland 7 times now and have 3 more trips booked. All I can say is I LOVE it. If I were to go there once I would absolutely recommend the following:
1. Walk around Reykjavik: Guys, it tiny! You can see the whole town in a day make sure you visit the viewing platforms at the church and the Harpa concert hall.
2. Take a tour or hire a car: Iceland is huge (102,000km2 to be exact), get out there are see some things! Black sand beaches at Reynisfjara, Lake Mývatn Falls, Strokkur the Geyser, Gullfoss to name only a few. I’ve always wanted to visit the Westfjords but as yet haven’t managed to make it
3. The Northern Lights: I’ve only seen them once but all I can say is WOW!.
And what are you favourite bars?
I have FAR too many to list here (you all know who you are!) but my absolute favourite will always be the one in my lounge.
How do you like to drink Reyka?
My favourite ways to drink Reyka are the following:
With Tonic and large slice of Red Grapefruit.
In a -6 degree Martini with Lillet blanc, Reyka bitters and a pinch of ground Alexander seeds.
Straight over an ice cube is also great with a dash of Reyka bitters or a citrus zest.
What does 2015 have in store for Reyka?
Well, I’m currently sat on a plane to Kuala Lumpur, Singapore and Australia to both introduce Reyka to new faces and catch up with fellow appreciators. The rest of 2015 we are planning big things! I’m talking icebergs, a record breaking 24hr cocktail competition for the Summer Solstice, definitely more foraging, a copper Reyka bar kit and another invention or two.
Describe Reyka in 3 words?
Inventive, Resourceful, Unconventional.
Comments