Technology has always been able to make purer liquor - if by "liquor" you mean ethanol. But unless the only aim of drinking is to get drunk the so-called "impurities" that this "new" process removes are what give an alcoholic beverage its flavour and character. The one thing that they do not seem to be able to remove is the compound from male cattle. In summary; they take fermentation alcohol, strip out nearly all of the components except ethanol, add another flavourant and put it into a fancy package.

Kudos for marketing chutzpah, but as good as this "new" process is at separating ethanol from impurities, it's real strength will lie in separating the hard of understanding from their money.

Peter