Legends abound about the scale and merriment of traditional Russian feasts. Many factors contributed to this: the breadth of the Russian soul, the harsh northern climate, and the tradition of gathering relatives and friends around a large table for joyful and sorrowful occasions. Since the 18th century vodka has held the top place among traditional Russian alcoholic drinks. Among vodka brands the famous 'Smirnovskaya' stands out. This article will discuss it, its creator, the 'Mendeleev of spirits', and the vodka museum in Myshkin.
The Smirnoff brand is over 160 years old
The Smirnovs were peasants who were granted their freedom in 1857. Having gained their freedom, Arseny Smirnov, together with his brothers and his sons Yakov and Pyotr, moved to Moscow and began building an alcohol empire. In the capital business flourished: Arseny Alekseevich earned the title of merchant of the first guild and made Pyotr his manager. By 1860 Pyotr Smirnov had become a merchant of the third guild and owned two wine establishments. In 1871 Smirnov became a merchant of the first guild, owner of a large metropolitan enterprise and warehouses, and entered the Russian elite of entrepreneurs. The business expanded.
Pyotr Smirnov was a talented entrepreneur and manager; he developed a great many 'marketing strategies' that remain relevant today. He perfectly understood that his 'target audience' was ordinary and largely uneducated people, so he placed an image of his headquarters — the corner house by the Cast Iron Bridge — on his product labels. This allowed illiterate buyers to distinguish 'Smirnovskaya' from other producers. In addition, Smirnov knew how to manage human resources and was guided by the motto: 'A happy worker is an effective worker.' He built housing and hospitals for employees, provided them with good wages, and did not impose heavy fines. During Smirnov's tenure there was not a single strike at his enterprise! This is a phenomenal indicator.
Smirnov's headquarters at the corner of Pyatnitskaya Street and Ovchinnikovskaya Embankment in Moscow
Of course, 'Smirnovskaya' products gained popularity not only through successful marketing but also because of their high quality. Smirnov set a high standard, but competitors soon followed. In 1873 Smirnov decided to send his drinks to the International Industrial Exhibition in Vienna to obtain a foreign appraisal of his products and secure Europe's support. In Europe Smirnov's drinks were highly praised and the entrepreneur was presented with an Honorary Diploma and a participant's medal. Thus began the story of the Russian brand's worldwide popularity.
This was followed by recognition at the World's Industrial Exhibition in Philadelphia, where Smirnov's firm was awarded the highest mark of distinction — the State Coat of Arms. This gesture made Smirnov a leader in the vodka industry and wine trade. A little later the 'Smirnovskaya' label was adorned with a second State Coat of Arms. And in 1886, by personal order of the tsar, Smirnov received the long-awaited title 'Purveyor to the Imperial Court'.
It is hard to imagine that the story of such dazzling success began in an ordinary Russian izba. The museum of vodka-maker Pyotr Smirnov is located in the town of Myshkin in the Yaroslavl region for a reason — the childhood of the future 'vodka king' of Russia was spent in the village of Kayurovo in the Myshkin district. And although the village of Kayurovo no longer exists, the museum's creators strove to realistically recreate the peasant household of a village home and to fill the exhibition with interesting exhibits.
The museum of vodka-maker P.A. Smirnov in Myshkin. Photo: Andrey Panevin
At the museum one can learn interesting facts about the biography of the famous vodka-maker and his family, trace his path to success, and, of course, warm up with a shot of 'Smirnovskaya'. The museum is also notable because it tells not only the story of the brand's origins but also its modern history. The exhibition includes products of Pyotr Smirnov's great-great-grandson — Boris Smirnov. Boris Alexeyevich continues the family's distinguished work. His efforts have been recognized with high honors: the Order of Constantine the Great and the Order of Saint Prince Alexander Nevsky, 2nd class, for his major contribution to strengthening Russian statehood.
