Immediately a small remark. Since the UAE is a Muslim country, the sale of alcohol is allowed here only in licensed restaurants, bars, clubs and specialty stores for people who are not Muslims. Therefore, our meeting and conversation with Igor Galburt does not in any way carry hidden or direct advertising of alcohol, but was caused by interest in successfully promoting a large Russian brand in world markets, including in countries of the Middle East region.
To my logical question: "How and why did you end up in Dubai?" Igor replied: "First, I’ve been promoting the Russian Standard brand for more than a year and a half in the status of" brand ambassador "in different countries of the world, and before that I did essentially the same work, but only in the USA, where the promotion was Our products. Initially, I ended up in the company because I had been friends with its owner Rustam Tariko for more than thirty years. When they were looking for an "ambassador", the choice fell on me, because apparently they did not find the best. What am I doing today? I travel around the world with the press, PR companies, distributors and bartenders in order to "sow" n basic knowledge about the brand and its products, and the essence of what I have sown has already been conveyed by others. Therefore, I really believe in the press and are very friendly with her. But I am especially friends with bartenders, because a living person always pours your drinks. , can either make a name for the alcohol brand or bury it by putting a bottle in its bar with a label on the wall on the highest shelf so that no one can see it. And when I, for example, come and ask: "Well, how's it going vodka? ", he will answer:" Fine, there she is, standing! ". Actually, I ended up in Dubai with the aim of presenting our product to the bartenders and to take part in the competition for the best of them as a member of the jury. "
I ask: “What kind of competition is this? And how can one distinguish one vodka from another, because the essence of the drink is in its formula, which Dmitry Ivanovich Mendeleev also derived?” Igor laughs (what to do, I’m still an amateur, not a taster): “A true professional bartender can always distinguish a good product from a bad one by tasting it. The essence of the competition we hold among the best bartenders in Dubai is to teach them to recognize a high-quality product and do it on it is based on the best cocktails, including our signature ones, such as Kalinka, Red Moscow, etc. Regarding Mendeleev, of course, this great chemist made up the proportion of dilution of pure alcohol with water to produce original Russian vodka, and today every The manufacturer says about his products that he makes the best vodka in the world. However, everything is tested empirically. Having opened the bottle, you should smell the grain or freshly baked bread and nothing more. Then this is the right drink, which we call the "Russian Standard". I I can distinguish our products from other varieties, and honestly, we care about the consumer, offering him the best - both taste, softness, and even the appearance of the package. It is important for us that our standard is recognized as the first in the world! "
I continue to get to the bottom of the question: "Well, why is the" Russian Standard "the first?" Igor patiently explains: “Yes, because the owner of the brand, Rustam Tariko, doesn’t care. He monitors each stage of work on the product and works with the team to constantly improve the drink itself, its appearance and raw materials. We live with you in the 21st century, and it’s important for us to know how much pure food we eat or drink. We are literally worried about everything! " Well, ok, I agree
I am smiling and, as a man who drinks little, I understand that the dilemma of drinking or not drinking is for everyone to decide for himself, however, if you still drink, then what is the best place to stop? “I personally don’t drink dark spirits, that is, whiskey, cognac or rum,” says Igor, “I prefer the Russian Standard with ice, or as they say in America“ on rocks. ”This drink, sitting in a bar, you can slowly sip a sip throughout the evening. And in the morning there will be no headache and other consequences. " And yet, what so attracts alcohol producers to countries such as the UAE? “Since before the advent of the Russian Standard, there was no global brand of such a level from Russia in the world, we are ambitious enough to conquer the whole world and let everyone understand that in Russia they make products that are not equal. Those people who do not drink alcohol may not worry about this, but those who dare to drink deserve the best. Therefore, we are here! ", summarizes Igor Galbert, and I suddenly recall one of the quotes from Rustam Tariko recently published by Forbes magazine:" I always chose a particular type of business doesn t it’s only on the principle that it will bring me a lot of money. You should be “excited about it,” that is, inspired by what you do. Everything that I do in life, I am “excited about it.” This is my huge competitive advantage " That is the secret! To be the first one does not need too much - just the desire to be the first! Such is the standard.
