Why is vodka so popular in Russia?

We Russians like to think of ourselves as a no-nonsense people. Vodka is a no-nonsense drink. We make a great pair.

Wine, beer and the rest of the stuff involve too much of the gustatory and olfactory factors. Too cumbersome to produce, shelf life as a factor of quality, the confusion of picking the right sort. You bring in your buddies, and they drink — and someone always comments on something that is not all perfect about the taste, or smell, or color, or vintage. Neither mismatches with the food nor the occasion will ever go unnoticed. This is all so irritating!

Vodka makes you free. Correctly brewed, it doesn’t smell or taste anything. Right from the fridge, at minus 18 degrees Celsius, it doesn’t even taste like alcohol. Heaven enters your body as effortlessly as the air you are breathing.

Vodka is timeless, affordable and simple. It’s the Godly promise of clarity, ease and elegance which are often too hard to come around at our place.

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