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Russian Standard (Russian: Русский Стандарт, Russkiy Standart) Vodka is a major Russian premium vodka brand.
HistoryThe brand was introduced as the "Russian Standard" vodka in 1998 by the Russian Standard company of Rustam Tariko. The Russian Standard, later called Original, vodka established the brand as one of the top premium vodka brands in the Russian market. Its new Russian, Soviet-free identity, turned (unusually for a premium beverage) an advantage in the rapidly developing market of the 1990s Russia. Two years after a successful Russian market launch, international expansion was started. This was accompanied by the launch of Russian Standard Platinum product in 2001 and the luxury brand Imperia in 2004.[1] The original product was re-christened Original.
In 2006, a new distillery with 4 million cases/yr capacity was opened in Market positionAccording to the manufacturer, in 2009 the brand was active worldwide in 70+ markets with sales over 2 million cases/yr. Marketing emphasizes the 100% Russian mantra - being produced by Russian recipe, from only Russian raw materials, distilled and bottled in Russia.
Russian Standard aroused controversy when it questioned the Russianness of its chief international rival Stolichnaya. The then Stolichnaya was distilled in Russia but bottled in Latvia. Stolichnaya distributor, Pernod Ricard, responded by insisting that Stolichnaya is an authentic Russian vodka, as nothing is added or removed during the bottling.
In a 2006 overview of Russian premium vodkas for Vanity Fair, the "Imperia" product stood alone with a top A+ grade.[3] ProductionProduction of the Russian Standard Original is based on a four-tier protocol:[4]
Higher-end products add more purification steps. Winter grains from Russian Steppes are milled and fermented. The raw spirit is distilled four times for the Original and Platinum variants while the Imperia spirit is distilled eight times.
The spirits are blended with a glacier water from Lake Ladoga. Proximity of Lake Ladoga was one of the main reasons for the company's decision to establish its distillery in Saint Petersburg. The lake's underground sources provide one of the softest waters naturally available.[citation needed] The product is then filtered four times through charcoal. Platinum receives two more filtrations through silver and Imperia two more filtrations through crystal quartz from the Ural Mountains.
After final filtration, the spirits spend 48 hours in relaxation tanks, are bottled and packaged. As a quality vodka contains only water and ethanol, it generally does not mature or age and its shelf life is limited only by packaging. Mendeleev mythThe marketing casually mentions that the production conforms to the scientist Dmitri Mendeleev's 1894 formula. While his university dissertation was on reactions between alcohol and water, the recipe for the imperial 40% vodka standard came to be 50 years earlier during his childhood. This myth was debunked in 2009 by Russia Today. [5] Variants
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