Vodka connoisseurs

Peters, Michael
March 2004
Brand Strategy;Mar2004, Issue 180, p38
Trade Publication
Discusses how Russian spirit distribution companies Roust and Russian Standard created a vodka brand. Cultural importance of vodka to Russians; Importance of generating brand recognition in Moscow and St. Petersburg; Need to position the vodka brand to convey Russia's ability to produce world-class goods and services; Importance of creating an identity distinctive enough to deter counterfeiters.


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