Despite worldwide category dominance, and being voted "best tasting vodka" by the New York Times, Smirnoff was struggling with its perception of quality due to an explosion of brands entering the vodka market, all scrambling to differentiate themselves with various quality claims, in a market where the product has little discernible difference.
To conquer this, we created a book for bartenders on the history of vodka, essentially highlighting that the history of vodka, is, up until very recently, the history of Smirnoff.
