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Joe Bodia looks at how flavoured vodkas and their cocktails are creating a buzz everywhere.

There doesn't seem to be any end in sight to their incendiary popularity, either. Recently released figures show two of the top three overall spirit brands, five of the eight Rising Stars, eight of 35 Established Growth Brands and six of 16 Comeback Brands are all vodkas.

Vodka now accounts for more than 25% of all spirit sales in the world, and as flavoured vodkas flood the market (there are approximately 100 individual brand flavours now sold) indications are the sky's the limit.

Vodkas made from potatoes, rye, wheat, even grapes keep hitting the market, made in Idaho and France, Minnesota and Scotland, California and Estonia, Norway and Russia.

There are straight, neutral spirit versions, as well as a growing spectrum of flavours: lemon, lime, orange, raspberry, cranberry, strawberry, bilberry, currant, pineapple, cherry, apple, peach, melon, vanilla, chocolate, honey, and pepper.

Even ten years ago, selling expensive call-brand vodkas outside of Absolut and Stolichnaya was difficult. Vodka was supposed to be the spirit without taste or flavour, and odorless to boot.

"Once they decided to go out of that box, the category took off," says Ralph Rosenberg, director of wine and spirits, Star Restaurant Group. "Today, people want more flavour in everything; their palates for wine, food and liquor are more educated."

EXPLOSION OF FLAVOUR

Stolichnaya and Absolut were the first to take the steps to flavour. Absolut now has seven flavours after it recently launched Absolut Raspberry and Apeach here in Singapore to join Vanilia, Peppar, Peach, (not yet here) Citron, Kurant and Mandrin. Stoli just added Cranberi and Citros to join Ohranj, Limonnaya (Lemon), Razberi (Raspberry), Vanil (Vanilla) and Strasberi (Strawberry).

Other distillers have since joined the fray. Luctor's Van Gogh offers six flavours: lemon, lime, orange, wild apple, Dutch chocolate and now pineapple. Grey Goose has orange and citrus, and will soon add Vanilla.

Ketel One has Citroen, Finlandia lime and cranberry, Fris has lime, and Skyy just added berry, vanilla and spice. 42 Below has Manuka Honey, Passionfruit and Kiwifruit.

Like New Zealand, some more unusual, premium flavours have come from California and grabbed shelf space in some high-style bars: Domaine Charbay's Meyer lemon, blood orange, key lime and ruby red grapefruit, and Hangar One's straight vodka, Buddha's Hand, kaffir lime and mandarin blossom.

The shelf space fight promises to be more pitched for flavours than it was for imported vodkas.

SERVING THEM UP

Some of the sweeter drinks made with these flavoured vodkas seem to appeal more to the twenty-something audience. The Lychee Martini especially appeals to the 25-year-old client. At Thumper in the Goodwood Park Hotel, a club that attracts that younger crowd, every Thursday is girls night out 'Alice in Thumperland'.

Drawing a huge crowd of martini-loving ladies for the Vodka Free-Flow from 9pm till late for a range of cocktails, and on a recent Thinky's night out we sampled the Key Lime Pie (Vanilla Vodka, Citronage orange liqueur, squeeze of lime, splash of lime soda and a cinnamon sugar rim) and some concoction called the Panty Dropper. One popular vodka is LEVEL, a super premium vodka by Absolut that sells for $288.

Some cocktails have definite appeal to distinct groups. The Cosmopolitan has been dubbed a woman's drink, apparently because of its pink colour (and perhaps due to the popularity of Sex and the City).

A couple of hotel bars have found a way around that stumbling block by making Cosmos with white cranberry juice and now men order them as often as women.

People with really spicy palates are drawn to cocktails made with pepper vodkas. At No. 5 Emerald Hill, they serve homemade vodka infusions that include exotic ingredients like tropical fruits and even red-hot chillis!

Nothing like their Chilli Vodka except its industrial-strength big brother, the Chilli Padi Vodka! They change these infusions constantly with different ingredients to create newer, exciting ones.

ASIAN INFLUENCE

Vodka's new flavours have found a way to break through to Asian themed restaurant menus. Indochine's Bar Opiume, an upscale Chinese restaurant on the river where a Martini lounge has attracted a late-night, eclectic mixed-age crowd, lists flavoured vodka cocktails to match its food menu.

Try a bottle of Bison Grass Vodka, featuring a blade of legendary Bison grass, rumoured to be an aphrodisiac as well as a source of strength and stamina. A sweeter drink, Gold Ink, comprising dark rum, vodka and champagne for that dash of luxe, is also popular at the Ink Club Bar at Raffles The Plaza Hotel, where you can catch Think Cover Model Nicole Duffel on her sultry sax.

Pan-Asian New Asia Bar, located in Swissôtel The Stamford at City Hall, offers a variety of vodka drinks including the Equinox Brew - a killer cocktail of vodka, lychee liqueur and peach syrup; the Crush On You (vodka and exotic fruit juice) and the ever popular Vodka Red Bulls, best made with the blue and silver can.

Harry Quayside Bar, on the Singapore River at Boat Quay (a must see for every visitor) recently added 2 new flavours from the Absolut family, Absolut Raspberri and Absolut Apeach.

Try these special concoction at it's best; Apeach Dreamer (blend of Absolut Apeach with tropical juices and a splash of 7-up); Walking On Peaches (It's a walk in the park, just order a drink and let it do the rest); Berri Breeze (the ever popular Seabreeze with Absolut Rasberri); and the Raspberri Beret. All drinks are served @ $ 9nett all night long!!

NOT READY FOR UPSCALE

Vodka martinis are historically associated with the sophisticated, upscale experience. But some midscale restaurants that tend to cater to families but which also have full bars have introduced the flavoured vodka cocktail to their menus. Even when the check average is lower, patrons are willing to shell out for a good beverage with premium pour liquor.

Pierside Kitchen and Restaurant, located at 1 Fullerton Road with an excellent seafood concept, is geared to a multi-generational crowd. The full bar lists what operators call "Classic Urban Martinis," using premium pour vodkas.

The Absolut Marmalade (lime juice, sugar, Absolut citron $14) of the rich Absolut Java (vodka, Kahlua and espresso $14) and the Marmatini (triple sec, cranberry juice, Stoli peach S14) are as good as the meals they serve them with.

At Hog's Breathe Cafe in Chijmes, a casual concept featuring Prime Rib Steaks and Australian inspired dishes with locations all over Australia, the full bar promotes specialty Martinis, including the signature Hog's wash, featuring Blue Curacao, peach schnapps and vodka. Quite strong and a perfect accompaniment to one of the best steaks in Singapore.

Getting the vodka into the food is Angelo at Michelangelo's, whose hearty portions of Penne with Vodka Sauce, and he makes it perfectly, as the vodka taste isn't too overpowering!

BRING ON THE DRAMA

With the advent of flavoured vodkas in the 1980s, the era of the dramatic Alternatini began. Purists may argue that these cocktails are nothing like classic Martinis, but they have helped revive the long-stemmed, shaken and strained cocktail that has swept Singapore. Taking the stylish shaking tableside has boosted sales even further.

At Brix on Scott's Rd, the staff serves hundred of rainbow-inspired vodka cocktails to blow away the mid-week blues. The Lady In Red (Vodka with Cranberry Juice garnished with a twist of lemon) is quite subtle or the Liquid Blues (a mixture of Gin and Charleston).

You can sample all four cocktails for $42, or stick to one for $14. The Martini Bar at the Grand Hyatt is a real haven for martini drinkers.

The glass-enclosed bar, offering a view of bustling Scotts Road, has one of the largest selection of martinis, with over 30 specially concocted martinis to choose from.

A "must try" includes the signature martini, "Icewine Martini" (Svensk vodka & inniskillin icewine with a chrysanthemum flower) and the "Chupatini" (Vladivar vodka, grand marnier and massenez creme de peche with a chupa chups lollipop). The price for martinis ranges from $19.00 to $28.00.

ON THE BAWL

In Singapore, they know how to pour on the theatre at both the Ministry of Sound and Suba Suba, where the bartenders like to show off their stuff, both in moving the bottles around like circus acrobats, but also making tasty strong vodka drinks in short order.

At Suba Suba, Don from Kinemat was on the decks and I ordered a few of the free-flow Stoli Vodka Jellos, and was about to order my second Stoli Vodka Red Bull, when the barman whipped me up something even better, but wouldn't tell me the name. I'm guessing they were out of Red Bull!

Travellers are fond of introducing new flavours and products to Singaporeans open to experimenting. Recently, a friend came in with Blavod Black Vodka from England.

On a whim, we decided to try mixing it with Bawls Guarana, a naturally caffeinated and lightly carbonated Brazilian soft drink with an herbal/cream soda flavour. In a ratio of one to one, and garnished with a lemon pigtail twist, the combination created a drink with a steely gray colour that actually was quite refreshing.

We dubbed it the Black Tie Bawls after a James Bond movie scene, and it's a real power drink, because the caffeine hit makes you feel great and it looks elegant, with its sensational appearance of the gray colour and contrast of the yellow lemon garnish.