Late last year, 33-year-old Justin Ruka from Orlando had a serendipitous encounter with a flight attendant at a gay bar. About a month later, on an Alaska Airlines flight to San Francisco, Ruka was pleasantly surprised to see the same flight attendant who instantly knew his preferred drink. In a flash, Ruka’s tray held two tiny bottles of Tito’s vodka, a can of seltzer water, and a lime flavoring packet, creating his go-to “vodka soda.”
The vodka soda, often referred to as “gay water,” has become more than just a drink within the LGBTQ community. It’s a cultural touchstone and a symbol of social life, particularly among gay men. The combination of soda water and vodka is celebrated for its low sugar and calorie content, often leading to less severe hangovers compared to other alcoholic beverages. Many add a lime wedge or a splash of cranberry juice to enhance the flavor.
Lucas Hilderbrand, a film and media studies professor at the University of California, Irvine, has documented the significance of this drink in his book “The Bars Are Ours.” According to Hilderbrand, the vodka soda has a unique place in LGBTQ bars and has even been humorously defined in the Urban Dictionary as a queer man’s “perfect gateway to a good buzz and a small waistline.”
Business Opportunities and Cultural Impact
The popularity of “gay water” has spurred entrepreneurial opportunities, from local bar owners to canned cocktail producers. Henry’s Upstairs in Lawrence, Kansas, has capitalized on this trend with its best-selling cocktail, Gay Ice Water, a sophisticated version of the vodka soda. The drink is a mix of lemongrass vodka, chamomile tea-infused vermouth, sherry wine, elderflower, and key lime acid, topped with homemade tonic water. Owner Mary Holt highlights that the drink’s name also serves an advocacy purpose, making people acknowledge and “say gay” in a socio-political climate where LGBTQ rights are contentious.
![](https://thepinktimes.com/wp-content/uploads/2024/06/image-330.png)
In New York City, vodka soda is a top seller at gay bars like Pieces and Playhouse, accounting for a significant portion of drink orders. Eric Einstein, co-owner of these establishments, notes the economic benefit of the drink’s simplicity – club soda is cheaper than flavored mixers, making it a staple in LGBTQ bars.
Brendan Oudekerk, a financial analyst in Washington, D.C., prefers vodka soda for its simplicity and widespread appeal, especially when buying drinks for friends. His go-to order, known as “Rose Kennedy,” includes a splash of cranberry juice.
Expanding Beyond Bars
The vodka soda’s influence extends beyond bars. World of Wonder, the production company behind “RuPaul’s Drag Race,” has launched a canned vodka soda as part of its House of Love line. This product, marketed during viewing parties for the show, exemplifies how LGBTQ trends often influence broader pop culture.
Spencer Hoddeson, founder of the Gay Water brand, has also entered the canned cocktail market. Despite challenges in gaining investor confidence, Hoddeson emphasizes the importance of representation in everyday spaces like grocery stores. His brand aims to create conversations through its bold, queer-centric branding and product placement.
Other brands have joined the trend, such as Kylie Jenner’s Sprinter line and Boston Beer’s Truly brand, but Hoddeson believes in the power of socially-minded products. Gay Water’s commitment to LGBTQ causes includes product donations to related fundraisers, reinforcing the brand’s community ties.
The cultural resonance of “gay water” is also reflected in non-beverage products. The Gay Bar Shop sells a candle mimicking the scent of vodka soda with lime, celebrating the drink’s iconic status in LGBTQ culture.