Trademark News & Screw-ups SPI Group wins Stoli trademark case in Brazil

Perfect example of when a brand is more valuable than the product. Whenever I tell people that I'm originally from Russia and that vodka is one of my favorite alcoholic drinks, 9 times out of 10, the first thing that comes out of their mouth is, "Stoli." What follows next is usually "Nasdrovie." Let me start with busting some myths here. Russians never say "Nasdrovie" when they drink. It's an urban legend that has nothing to do with reality. Second, Stoli—as famous as it is—is definitely not the best vodka around. But hey, people are not buying it because of its taste. People are buying it because of the brand. And if that's the case, owning the brand is a matter of hundreds of millions of dollars.

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