A litre of Ketel One is $39.99 - exactly what a litre of Grey Goose costs on the same shelf. The Dutch pot-still wheat vodka the Nolet family has made since 1691, why it is the bartender's martini default, where forty dollars sits on the vodka ladder, and the one thing to know before Pesach.

Grey Goose comes in 750ml, 1 litre and 1.75 litre, and the prices are not proportional. Worked out per ounce, the litre and the handle cost exactly the same and the 750 costs 17 percent more. Every size, every price, how many drinks are in each, and what the same money buys elsewhere.