Jersey Shore Cast Member Endorsing Protein-Infused Vodka

devotionvodka.com

Mike "The Situation" Sorrentino has signed on as an equity partner with Devotion Vodka, an 80-proof, triple-distilled vodka that contains casein, a milk-derived protein popular with bodybuilders, due, in large part, to the fact that studies have linked casein consumption to increased muscle mass. In a company press release, the "Jersey Shore" cast member said, "The protein fits very well with my lifestyle, and this is the only vodka to have it. I support Devotion on multiple levels."

Robert Jones, co-founder and vice president of Devotion, said he wasn't allowed to comment on any potential health benefits, due to regulations by the Alcohol and Tobacco Tax and Trade Bureau. While the company itself also isn't permitted to disclose how many grams of protein are in a shot, Sorrentino said he believes he's getting about 2 grams. Is there any actual benefit to this? We asked two top health and nutrition experts to sort through the hype.

Stephanie Middleberg, registered dietitian and founder of Middleberg Nutrition, said, "Having phrases like 'increase in lean body mass' and 'alcohol consumption' in one sentence doesn't make much sense. I would never look to drinking alcohol as a way to get in more vitamins or nutrients. First, protein is so incredibly easy to get in your diet. Most people overconsume protein. Second, alcohol contains a large amount of empty calories that often leads to weight gain. When I work on weight loss programs with clients, I always need to decrease their alcohol content because it's normally one of the biggest calorie offenders. A single shot of alcohol contains about 102 calories, so a night out drinking with mixers involved could add up to 1,000 calories easily! Plus, most likely some sort of late-night eating is involved after, which I can almost promise you will contain more protein than what's in the drink."

Dr. David Colbert, author of "The High School Reunion Diet," said, "Partiers would be better off following Chelsea Handler's advice and just stick to Belvedere vodka and a lean steak if they're trying to build muscle. Alcohol is toxic to muscles and causes them to shrink. It also creates a layer of fat around the abdomen, which will make your six or eight or 12-pack disappear rapidly. In other words, not only is 2 grams of casein protein not very much [a lean steak provides up to 50 grams], but it will actually more likely be turned to fat -- not muscle. Also be warned: Vodka will reduce your testosterone and growth hormone levels. In high enough doses, it's even been linked to gynecomastia -- enlarged breasts in men. And that's a 'situation' no guy wants to be in."