That’s Effen for Effen Vodka, which in Dutch means: 1) smooth, 2) even, 3) balanced and cleverly is “a five letter word.” It certainly is but there’s a story to go with it. I will start here with giving them high credit for their branding, which is some of the best I’ve seen. I love the clean, sleek look of their design and the play on words. I even like Effen vodka and it’s now our “house” brand. Kettle One still takes the cake for straight flavor taste — if you like vodka. Since I’m running behind this week, the lounge music on their site, btw, is the music for…