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Topic: Business
Number of pages / Number of words: 16 / 4472
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First year sales reached 1,200 cases and by 1937 that figure had reached only a little over 4,000 cases. By 1938, when business was so bad that he could not afford the $1500 mandatory sales license, he contacted John Martin, president of Heublein, asking him to act as an agent for Smirnoff vodka. Martin ended up buying the ailing Smirnoff, and sales still began to suffer...

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Martin ended up buying the ailing Smirnoff, and sales still began to suffer. By 1941, Martins sales of Smirnoff had reached 22,115 cases a year. Although this was a dramatic improvement over previous figures, the real turning point came when the product began to be marketed as 'white whisky', with 'no taste, no odor’...

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