Recently consumers have become more conscious of what they eat and drink, everyone wants to be healthy, and all of sudden, everyone is off gluten and dairy. This has influenced the marketing material of all things booze, especially when it comes to the labels. One claims to use only the purest Icelandic water, another is a hundred times distilled and twenty times filtered, and some are pointing out that they are gluten-free! But what is the truth behind these marketing gimmicks – is vodka really gluten-free and does the number of filtrations actually make any difference?