Photo credit: Janet Donovan
“It’s all about branding,” according to Victorino Matus while describing the popularity of Vodka and specific brands. “You can distill vodka from anything, including the chair that I am sitting on,” he said in an interview with Hollywood on the Potomac on his just published book: VODKA – How a Colorless, Odorless, Flavorless Spirit Conquered America. “Now, I don’t know if I would do that….. but……”
author Victorino Matus
Vic Matus is senior editor of The Weekly Standard who has also written for the New York Post, Washingtonian, Wall Street Journal, Washington Post and Salon and provides commentary to CNN, C-SPAN and NPR, among others.
Kevin Fitzpatrick, author of Under the Table describes the book this way: “With a business writer’s acumen, Victorino Matus carefully brings the cloudy world of the international vodka industry into focus. Both millionaire distillers and mom-and-pop operations invite him inside their world, where he explores super premiums, celebrity endorsements, the flavor craze, and the seamier side of the industry. Part history lesson and par marketing, examination, “VODKA” will make you think twice the nest time you look at a bottle of it.”
“Grey Goose became popular, for example, with shows like Sex & The City,” Matus reminded us. “The ladies on Sex & The City were no longer just saying ‘give me a Cosmopolitan,’ they were specifically asking on that show for a Grey Goose Cosmos. You know what that did for Grey Goose? An ad executive said it was like dropping the atom bomb in the advertising world. That was it. Grey Goose won.”
“Fantastic. Victorino Matus has written one of the most interesting books of the year. VODKA is a great story, and he tells it perfectly. I got so absorbed, I missed cocktail hour. Buy three copies.” The Daily Caller’s Tucker Carlson
Inside the world of VODKA with Victorino Matus:
