WATCH: There’s No Such Thing As ‘Fancy’ Vodka

But There Is Such A Thing As Fancy Branding

Vodka is, by definition, colorless, odorless, and tasteless. But some vodkas cost much more than others. Why?

The answer begins with the story of Sidney Frank, the man who basically created modern liquor marketing and changed the industry.

Like any good Planet Money Shorts episode, this one’s got a few fake mustaches, and one extremely scratchy suit. From Jägermeister to top-shelf vodka, witness the birth of a brave new world in liquor marketing.