Skip to main content

The experts weigh in: Why the alcohol you use in mixed drinks matters

Pricier doesn't always equal better in the world of mixed drinks

We all love a good cocktail. Learning how to craft the perfect drink is arguably one of the most important skills one can master as a good host. For if you’ve accomplished this, you’ve given yourself the keys to a plethora of social possibilities. Transform a dreary party into a lively soiree with a few rattles of that cocktail shaker. Seduce a date with your Bond-like martini skills. Help a friend decompress after a hard day by making him a hell of an old fashioned, the most comforting of all cocktails.

It turns out that it’s not just mastering the art of mixology that’s key, but also knowing your alcohol. A poor-quality bottle of liquor is going to ruin not only the drink you’ve so sexily shaken, but also the mood you’re trying to create.

Recommended Videos

We’ve asked some of the country’s most skilled and knowledgeable cocktail drinks experts about this issue and why the quality of alcohol you’re pouring into your cocktails matters. Here’s what they had to say.

How much does quality matter?

Martini with an olive
Don LaVange / Flickr

The short answer is that quality is always important. This is the case with absolutely everything in life, and alcohol is certainly no exception. In fact, alcohol quality is especially important when you take hangovers into account. As we’ll recall from our younger days, the cheaper the liquor, the worse the hangover. There are a few factors that go into this, but it’s largely due to the distillation processes used in the creation of the spirit. Generally, a higher-quality, more expensive brand will put more care and work into this step than lower-quality brands. A more distilled, high-quality spirit will make for a much happier body in the morning. But what about taste?

Kursten Berry, owner of the tremendously popular and highly acclaimed Twisted Soul Cookhouse and Pours in Atlanta, tells us, “Quality matters depending on what kind of drink you are making. For example, if you are making a cocktail with many ingredients, you are somewhat masking the flavor profile of the base spirit. On the contrary, if you are making a cocktail that is more simplified, such as an old-fashioned, martini, or daiquiri, I would suggest using a base spirit that is of higher quality, as these simple cocktails are more spirit-forward, and the flavor profile of it will be more pronounced.”

How much can poor-quality alcohol affect a mixed drink? Does it differ depending on the type of cocktail?

Bartender adding ingredients to a cocktail
Vershinin89 / Shutterstock

“Mixed drinks made from poor-quality alcohol often have harsh alcoholic notes that can ruin a drink,” says Timo Torner, founder of The Cocktail Society. “To cover the alcoholic bite, cocktail recipes often include a combination of citrus juice and simple syrup. Recipes that don’t contain syrups and juices are more prone to being affected by spirit quality.”

As with any recipe, be it food or beverage, the more ingredients you have to use to hide a cheap one, the easier it will be to mask. However, no amount of cocktail mixers or simple syrups can camouflage that unpleasantly astringent bite that comes from poor-quality liquor.

Kevin Denton, Pernod Ricard Head of Mixology and Education, eloquently told us, “A poor-quality ingredient can ruin a cocktail. It’s better to omit a poor ingredient (or make a different cocktail altogether) than try to ‘make it work.’ Making a drink for you and your friends and family is like giving them a little present — be kind!”

Are there expensive products that shouldn’t be used in mixed drinks? If so, where is the line?

eat grub mealworm margarita
Eat Grub

“Quality is everything. Just because it’s expensive doesn’t make it ‘quality,’ and just because it’s inexpensive doesn’t mean it’s poor quality,” says Denton. People often don’t realize the disconnect there. Of course, higher-priced spirits will usually be of better quality, but that certainly doesn’t mean you can’t find affordable and excellent options.

Furthermore, choosing a more expensive option solely for its higher price tag is often a mistake. Torner says, “Spending more on a bottle can (but doesn’t have to) pay off. In many cases, the product matured longer and thus has a richer, more complex, and balanced taste.” In the case of tequila, for example, a blanco is generally the lowest-priced option in the line. It’s also the best choice for a bright, zippy flavor if you’re looking for a fresh and clean margarita. A more aged variety, such as a pricier anejo, would taste very different than what you had in mind.

Still, it’s good to have a general idea about which bottles are for enjoying neat and which are for mixing. As Torner advises, “A rough guideline would be around $100. Anything more expensive, I typically don’t use in cocktails or highballs.”

Are there misconceptions people have about the alcohol they use in mixed drinks?

Array of colorful cocktails at Chez Zou.
Teddy Wolff.

Interestingly, of all the experts we spoke with, everyone felt that the most common misconception about alcohol in mixed drinks is that more expensive liquor equals better liquor. In many instances, a less expensive bottle will actually make for a better cocktail. Because cocktails are so diverse, it’s more important to find a quality (but not necessarily expensive) liquor that matches the flavor profile of the drink you’re creating.

Jason Asher, vice president of beverage, Grey Hen Rx, UnderTow, and Platform 18, Phoenix, said, “I’d like to emphasize that just because something is more expensive doesn’t necessarily mean it’s a better product. There are examples of brands that exist out there that a lot of marketing dollars have been put behind them, and they may be more expensive than their competitive set yet are comparable to quality. On the flip side, there are also products/brands that exist that may be incredibly tasty with less brand recognition and are less expensive or more easily accessible to purchase that are great options for neat pours and cocktails. I find that example of this in tequila, rum, and bourbon.”

The key is to know your flavors and what you enjoy drinking. The challenge is to be simultaneously open-minded about not-quite-top-shelf bottles while maintaining a healthy distance from the migraine-inducing swill. In our opinion, the best way to do this is to get out there and taste all of those bottles you’ve been dying to try. If you haven’t yet, learn how to mix up a classic cocktail or two. It’s a tough job, we know, but we think you’ll make it.

Lindsay Parrill
Lindsay is a graduate of California Culinary Academy, Le Cordon Bleu, San Francisco, from where she holds a degree in…
Would you buy bourbon flavored with orange blossom honey? If so, Misunderstood Whiskey Co. has the whiskey for you
Misunderstood's new bourbon is flavored with orange blossom honey
Misunderstood

Founded in 2017, Misunderstood Brands is well-known for its Misunderstood Whiskey and OATRAGEOUS Oat Milk Liqueur. Recently, the brand announced the launch of its first-ever bourbon whiskey. But it didn't want to release just another unremarkable bourbon. Instead, the brand opted to add a little extra flavor.
Misunderstood Orange Blossom Bourbon
Misunderstood Whiskey Co. Misunderstood

It's called Misunderstood Orange Blossom Bourbon, and it's precisely what the name suggests. It's a 99% corn-based small-batch bourbon distilled at Ross & Squibb Distillery (MGP) in Lawrenceburg, Indiana. It's blended with the essence of pure blossom honey. Like all of Misunderstood's products, this new whiskey is made without any artificial colors or flavorings. To make it, the brand partnered with Dutch Gold Honey, which harvests its honey in the US, Brazil, and Mexico.

Read more
Does cold brew coffee have more caffeine? Why it might be giving you the jitters
Comparing caffeine in cold brew to other types of coffee
Cold brew coffee

One of the best things about cold brew coffee is its smoothness. The smooth taste and low acidity make cold brew coffee too easy to slurp down if I'm not paying close attention. Though cold brew coffee is both delicious and refreshing, it's also reasonably high in caffeine which can hit you quickly if you're casually sipping on cold brew without considering the caffeine content.

If you've ever gotten carried away and enjoyed your cold brew a little too much, you may have faced the coffee jitters (I know I have), leading you to wonder just how much caffeine is in cold brew coffee. It's been great to see so many coffee companies emerging with decaf cold brew options I can enjoy without feeling so restless. But does cold brew coffee have more caffeine than your average cup of hot coffee? Or, more caffeine than iced coffee? Let's explore.
Does cold brew have more caffeine?

Read more
Mixing up a G&T and more using citrusy Gray Whale Gin
Gray Whale Gin

Gin is such a fun spirit to work with because it can be so varied. From bold and juniper-forward to soft and floral, I do believe there's a gin out there that can appeal to anyone -- even people who think they don't like gin.

One of our favorite gins, Gray Whale Gin, has fresh citrusy flavors that are perfect for this time of year. So whether you're looking for a G&T for Gin and Tonic day, or something light and refreshing to toast the arrival of spring, you can try out these recipes.

Read more