United Distillers and Vintners of North America: Russian Art campaign

United Distillers and Vintners of North America initiated an advertising campaign for Stolichnaya vodka, using contemporary Russian art to halt a sales decline. The article also discusses Stolichnaya’s sponsorship of MIG jets at U.S.

United Distillers and Vintners of North America: Russian Art campaign

William Baue

OVERVIEW

Non-Russian drinkers of vodka might not have been familiar with the names of artists such as Kamalova, Shakirov, or Volcov, but most people would recognize the name Gorbachev. Besides belonging to the former president of the Soviet Union, the name also belonged to a Russian artist, Mikhail's nephew Yuri, who was nicknamed the "Russian Rousseau." Hoping to translate name recognition into sales, the Russian distiller Stolichnaya commissioned the artist to produce a work combining references to its vodka (nicknamed Stoli) with a Christmas theme for the holiday...

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