Protein-infused VODKA endorsed by "the situation"

[vitaminG]

http://www.torontolife.com/daily/dai...the-situation/

Can this new protein-infused vodka help with bodybuilding? Ask The Situation

Here's The Situation: Mike Sorrentino has even been hired to flog this stuff (Image: MTV)
A new protein-infused vodka from the States known as Devotion may be making its way to Canada in the near future, according to the product’s Facebook page. “We will be getting Canada devoted this next week. Hold tight,” the page said.

And hold tight we shall. The concept behind Devotion Vodka is as simple as it is incongruous: the 80-proof booze contains a bodybuilding supplement known as PeptoPro—a milk protein derived from casein. The idea was apparently born when company president Drew Adelman realized there was a niche market of people who “wanted to adhere to their lifestyle, and also have a good time.”

While the product’s Web site makes no claims about the vodka’s muscle-building effectiveness, its new spokesperson is the infamous fitness buff–partier Mike Sorrentino—better known as The Situation.

As for getting the product on shelves in Ontario, we’re not holding our breath, seeing as how simply having a cool bottle or an uncool mascot is liable to get a product banned here. In the meantime, we suppose we’ll have to get buff the old-fashioned way: while sober.

• We’ve Got a Situation – Devotion Vodka [Slashfood]
by Jon Sufrin August 31, 2010 at 8:14 am ShareThis
RelatedRelated Tags
alcohol, Canada, drinking, Gross, lcbo, Mike Sorrentino, Ontario, The Situation, vodka

[Dgro]

...i'd drink it.

[Behemoth]

2g of protein per shot.

First off, I'm not even against alcohol. But it's my view that the biggest detriment about drinking is the poor eatting that often follows. I think ones much farther ahead to just go to bed hungry and let your body work on metabolising the alcohol. Big deal if you go for a some hours without protein in you, go read over on leangains and you'll realize you're not going to catabolize into a ethiopian. If you're going to drink, IMO do you best to abstain from all the crappy eatting that often follows it, not load up on protein because you're trying to synthesize muscle while getting hammered. I don't know why anyone would want to add pointless calories when they're obviously in a hypercaloric state. Even if those pointless calories are only the sum of 8 that the 2g of casein are contributing.

Doesn't ingesting alcohol pretty much dead halt protein synthesis anyhow? If so, it wouldn't take a PHD to make an assumption as to where those extra 8 calories per shot are going.

[Mercuryblade]

Doesn't ingesting alcohol pretty much dead halt protein synthesis anyhow? If so, it wouldn't take a PHD to make an assumption as to where those extra 8 calories per shot are going.

As far as I'm aware, the last study I read showed that acute doses of alcohol in rats impacted protein synthesis. The keyword there being "acute", and we'd have to standardize that for a human intoxication.

http://ajpendo.physiology.org/cgi/co...ll/279/5/E1029
I don't really have time to do the math right now but if someone is interested the numbers are there.
However, acute doses in rats don't completely halt protein synthesis, and the area studied is in the myocardium (heart muscle), not skeletal muscle.

So the short answer to your question is, no, alcohol intoxication doesn't completely halt protein synthesis.

[yj2133011]

...i'd drink it.

[Alex.V]

Doesn't ingesting alcohol pretty much dead halt protein synthesis anyhow?

No. You would die.

[Invain]

No. You would die.

It doesn't stop protein synthesis but I've seen many sources say it can decrease it to a certain extent while the alcohol is being metabolized.

[Liftersize]

the protein is pointless from a weightlifting standpoint but some people are saying it adds a really unique taste and covers the burning sensation of vodka. Id try it, unless its expensive, because i am cheap.