In the 1930s, Vladimir sold the U.S. rights to Rudolph Kunett, who opened a distillery in Connecticut. Americans were whiskey drinkers and didn't care for vodka at first. To save the brand, marketers rebranded it as "white whiskey" that had "no taste, no smell"—perfect for mixing without the heavy whiskey flavor.
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Pyotr Smirnov founded a distillery in Moscow and pioneered a revolutionary charcoal filtration process. He became so successful that he was named the "Purveyor of the Imperial Court"—basically the Tsar's official vodka maker. In the 1930s, Vladimir sold the U