How America caught vodka fever

July 29, 2009 § Leave a comment

Brunchtime Bloody Marys, cosmos with the girls, a post-work martini: Vodka-based drinks seem integral to the cocktail today, but it wasn’t always so. In fact, according to Linda Himelstein’s gimlet-eyed “The King of Vodka: The Story of Pyotr Smirnov and the Upheaval of an Empire,” vodka wasn’t even seriously marketed in this country until the mid-1930s, when a Russian-American entrepreneur named Rudolph P. Kunett opened the first vodka factory in the United States, advertising his little-known product to Americans under the following slogan: “Creating a new vogue in cocktails … VODKA by Smirnoff.” How right Kunett was. In just a few decades, fueled by an aggressive Smirnoff marketing campaign that would eventually include James Bond’s famous “shaken not stirred” endorsement, vodka would ascend to its current status as the nation’s top-selling liquor, and Smirnoff to its spot as the bestselling premium spirit in the world …

Review: “The King of Vodka” by Linda Himelstein (The Barnes & Noble Review)

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