If you are stuck at the airport or at the doctor’s office, read this long-form piece on the history of vodka in the United States. Key quote:
“Keep in mind that the Alcohol and Tobacco Tax and Trade Bureau defines vodka as “neutral spirits [alcohol produced from any material at or above 190 degrees proof] so distilled, or so treated after distillation with charcoal or other materials, as to be without distinctive character, aroma, taste, or color.””
To me that sounds like the definition of ubiquitious. Marketing and branding were the drivers of demand in the story of American vodka, not quality or distinctiveness. Though it is not credited in the article, you can be sure that trademark and IP law for all of the fancy logos, ads, and product labels were an important part of its success, too.
