The Jersey Shore’s Mike Sorrentino, aka the Situation, is now an equity partner in a new niche of liquor. With 2 grams of casein per ounce and a half (shot), Devotion Vodka’s pitch: vodka with protein!
Unfortunately, it doesn’t make a whole lot of sense. To be nerdy and scientific: our bodies have metabolism priorities. When there’s alcohol in the system, the body isn’t worried about growing or preserving muscle. The highest priority is to metabolize the alcohol into various by-products. Essentially everything else goes on hold, so that extra protein is likely going to be stored as fat, making it no different than adding carbs to the drink. You can’t simultaneously be getting wasted and bigger.
The one purpose the casein (protein) could serve is to make the drinker feel fuller. Casein, a milk protein, does tend to have that effect because it is relatively slow to digest. So, if drinking Devotion Vodka causes you to avoid that late night pizza, it’s a good tradeoff. Otherwise, just stick to regular vodka and you’ll be better off for having had less calories.
Calories in Devotion Vodka: 105
For a 1.5 oz serving, calculated by taking the calories in vodka, 97, and adding 8 (2 grams of protein x 4 calories per gram)
Devotion Vodka runs around $30 per 750mL bottle and like Tequila Avion, is currently available in major U.S. markets.
[Ed. Note - The Situation is also endorsing a pre-workout pill, NoX Edge, which will not be reviewed here, but I will say that the general class of supplements is not particularly useful.]