Tito’s Vodka proudly proclaims on its bottle that it is “gluten-free.” This leads many people to ask why a distilled spirit like vodka would need to be labeled as gluten-free in the first place. The reasons behind this labeling strategy provide interesting insights into changing consumer demands, vodka production methods, and regulatory requirements regarding food allergen labeling.
What is gluten?
Gluten is a general name for the proteins found in wheat, rye, barley and triticale. It acts as a glue that helps foods maintain their shape, acting as a structural component. For those with celiac disease or non-celiac gluten sensitivity, consuming gluten triggers an autoimmune response in the body that damages the small intestine. Only about 1% of the population has celiac disease, but many more report gluten sensitivities.
The gluten-free diet exploded in popularity in the early 2010s, with surveys reporting that around 30% of adults wanted to cut down or eliminate gluten from their diets. As more consumers became aware of gluten and adverse reactions to it, food producers responded by labeling more products as gluten-free.
Quick answers:
- Tito’s labels itself gluten-free because many consumers now desire or require gluten-free products.
- Although pure distilled spirits like vodka are gluten-free by nature, labeling the vodka as gluten-free provides clarity and assurance for gluten-sensitive consumers.
- Listing gluten content on labels is mandated by law for foods regulated by the FDA, which includes alcoholic beverages.
Vodka Production Process
To understand why Tito’s vodka is inherently gluten-free, it is important to first understand how vodka is made:
Ingredients
Vodka starts with a fermentable starch or sugar. Traditional vodkas use grains like wheat, rye or barley. Potato vodka uses potato starch. Other base ingredients can include grapes, beets, and corn.
Tito’s Handmade Vodka specifically uses yellow corn as its base ingredient. Corn does not contain gluten.
Fermentation
The starch or sugar is mixed with water and yeast is added to convert the sugars into alcohol through fermentation.
For wheat, rye and barley vodkas, fermentation produces a beer-like liquid with gluten content from the grains.
Distillation
The fermented liquid is distilled to concentrate the alcohol. Distillation involves heating the liquid until the alcohol evaporates, then capturing and condensing the alcohol vapor.
Modern distillation methods can achieve over 95% alcohol content in the final distillate. Importantly, the process removes almost all traces of the original ingredients, including gluten proteins.
Filtration
After distillation, vodkas like Tito’s undergo additional filtration to remove any remaining impurities and proteins. Activated charcoal filters are often used for this purpose.
The result is a gluten-free final product, regardless of the initial grain or starch source.
Why Label Vodka as Gluten-Free?
Given that distilled spirits are intrinsically gluten-free after production, some may wonder why producers feel the need to emphasize “gluten-free” on their labeling at all. There are a few key reasons:
Consumer Demand
Vodka producers want to attract the growing segment of consumers avoiding gluten. Clear “gluten-free” labeling gives gluten-sensitive customers confidence in purchasing the product.
Surveys show that gluten-free label claims strongly influence buying for many shoppers. Labeling vodka as gluten-free caters to this consumer demand.
Preventing Cross-Contamination
Distillation removes gluten, but producers want to ensure no gluten is re-introduced during bottling or processing. Tito’s, for example, takes steps to prevent cross-contamination with gluten-containing grains used in other products:
- Maintaining separate equipment and facilities for grain neutral spirits vs. corn-based spirits
- Testing gluten levels regularly to verify none detectable
- Cleaning all equipment thoroughly between production runs
The “gluten-free” labeling communicates diligent production methods beyond just distillation.
Regulatory Compliance
The FDA mandates that packaged foods clearly disclose the presence of common allergens like gluten on the label.
Under this rule, distilled spirits must declare any gluten content:
Distilled foods that are “gluten-free” (distilled from gluten containing grains) must bear the statement “distilled from grains that contain gluten” on the label close to the distilled foods name.
Therefore, labeling vodka as gluten-free provides clarity for consumers about gluten content as required for compliance. Even if producers know distillation removes gluten, the FDA mandates this type of labeling.
Testing Methodologies
With so many producers labeling vodka and other distilled spirits as “gluten-free,” it raises the question of how gluten content is actually tested to meet this claim.
There are two main methods: R5 Competitive ELISA and the G12 Competitive ELISA.
R5 Competitive ELISA
This test uses R5 antibodies to detect the presence of gluten. It is able to detect protamine and glutamine rich gluten peptides.
- Can detect gluten down to 5 parts per million (ppm)
- LOWER LIMIT: 3 ppm of gluten
Most producers rely on R5 antibody tests to confirm gluten-free status. Tito’s Handmade Vodka uses R5 ELISA testing as well.
G12 Competitive ELISA
This method uses G12 antibodies targeted to detect primarily omega-gliadins, which are types of gluten proteins.
- LOWER LIMIT: 10-15 ppm of gluten
- Less sensitive than R5 ELISA
This test alone may not reliably detect all gluten peptides. However, some spirit producers use both G12 and R5 testing.
Gluten Thresholds
In addition to testing methodology, any “gluten-free” labeling claim also depends on the established threshold for gluten content.
Several organizations provide guidance:
FDA Gluten Threshold
The FDA does not formally define a “gluten-free” threshold, but does require that any foods labeled “gluten-free” must not contain:
- An ingredient that is any type of wheat, rye, barley, or crossbreeds of these grains
- An ingredient derived from these grains that has not been processed to remove gluten
- An ingredient derived from these grains that has been processed to remove gluten, if it results in the food containing 20 ppm or more gluten
Therefore, the FDA essentially sets an enforceable limit of < 20 ppm gluten for gluten-free labeling. Many producers adhere to this 20 ppm cutoff.
Codex Alimentarius Commission
This intergovernmental food standards body defines gluten-free as:
- No detectable gluten by ELISA methodology
- Or no more than 20 ppm gluten
Many countries look to the Codex Alimentarius for guidance.
Gluten Intolerance Group
This leading gluten education and advocacy organization currently recommends two thresholds:
- Less than 10 ppm for foods labeled as “gluten-free”
- Less than 20 ppm for foods labeled as “very low gluten” or “negligible gluten content”
Some producers target these stricter standards by the Gluten Intolerance Group.
So while there is some variability, any vodka labeled as “gluten-free” will generally fall under the widely accepted 20 ppm threshold – verified through antibody-based ELISA testing.
Tito’s “Gluten-Free” Labeling
With this background, we can now better understand Tito’s vodka’s “GLUTEN FREE” labeling prominently displayed across its bottle front:
- Distillation process removes gluten proteins, resulting in no detectable gluten
- R5 Competitive ELISA testing confirms gluten levels below 5 ppm
- Adheres to FDA requirement for <20 ppm gluten to claim "gluten-free"
- Provides clarity and assurance to gluten-sensitive consumers
Tito’s states:
Every batch of Tito’s Handmade Vodka is tested using the R5 Competitive ELISA method to ensure it contains less than 5 PPM gluten.
This rigorous approach to testing and quality verification allows Tito’s to meet consumer demand and regulatory guidelines for gluten-free labeling.
Comparison to Other Producers
Many major vodka producers also label their vodka as gluten-free, but approaches can vary:
| Brand | Gluten-Free Label Claim | Testing Method |
|---|---|---|
| Tito’s | Yes | R5 ELISA (< 5 ppm) |
| Smirnoff | Yes | ELISA (cut-off not published) |
| Absolut | Yes | G12 + R5 ELISA |
| Ketel One | No | N/A |
| Grey Goose | No | N/A |
This comparison shows that most major brands do label their vodka gluten-free, with Tito’s specifically using R5 ELISA testing to a 5 ppm detection limit. Some producers opt not to label as gluten-free or do not disclose testing details.
Should All Distilled Spirits be Labeled Gluten-Free?
Given that distillation should remove gluten proteins from any starting material, an argument could be made that labeling distilled spirits as gluten-free is unnecessary or redundant. Some brands take this view by declining to include any gluten-related labeling.
However, given the rise in gluten awareness and demand for transparency from consumers, as well as regulatory compliance motivations, other brands choose to affirmatively label their spirits as gluten-free.
This clear communication helps assure gluten intolerant customers and shows the due diligence taken to avoid any cross-contamination.
So while not all producers feel compelled to label distilled spirits as gluten-free, many do so in response to consumer needs – with Tito’s providing a model case of detailed testing and verification.
Conclusion
Tito’s Handmade Vodka proudly labels itself as “gluten-free” for several important reasons:
- Meets demand from gluten-sensitive consumers
- Complies with FDA regulations on disclosure of potential allergens
- Affirms production methods that avoid cross-contamination
- Verifies gluten-free status through R5 ELISA testing to 5 ppm sensitivity
Although distillation removes gluten proteins, Tito’s goes further to provide third-party validation, quality assurance, and transparency. Many competitors follow similar labeling approaches in response to consumer interest and regulatory guidelines.
So while spirits don’t inherently contain gluten after distilling, “gluten-free” labeling provides important confirmation and peace of mind for vodka drinkers invested in a gluten-free diet and lifestyle. Tito’s has helped pioneer this type of clear allergen disclosure and testing within the spirits industry.
