Russian tech firm’s ‘Trumpovka’ vodka trademark sparks controversy and raises questions about US-Russia relations.
At a Glance
- Russian tech company RAU IT files trademark for ‘Trumpovka’ vodka brand
- Trademark includes wide range of alcoholic and non-alcoholic products
- Move seen as anticipating improved US-Russia relations under potential Trump administration
- RAU IT claims preemptive action to prevent exploitation of Trump’s name
- Politician-inspired alcohol brands are a trend in Russia, with ‘Putinka’ vodka as a notable example
Russian Tech Firm’s Surprising Vodka Venture
In an unexpected move, RAU IT, a St. Petersburg-based digital solutions firm, has filed a trademark for a vodka brand named “Trumpovka,” inspired by U.S. President-elect Donald Trump. This tech company, with no prior experience in the beverage industry, has sparked curiosity and controversy with its foray into the world of spirits.
The Trumpovka trademark is distinct from the previously launched and discontinued Trump Vodka (2005-2011), which faced its own set of challenges. The new brand’s logo features a silhouette of Trump playing the accordion, referencing a 2017 meme, adding a touch of humor to the politically charged product.
Preemptive Strike or Strategic Move?
RAU IT claims that their motivation for filing the trademark was to protect the brand name from potential exploitation by competitors. The company stated its position this way:
“We thought that on the wave of hype around the US presidential elections, some alcohol producers would start producing vodka that sounds like Donald Trump’s name,” RAU IT explained. “That’s why we preemptively filed an application for the ‘Trumpovka’ trademark so that the news item wouldn’t play into the hands of companies that want to boost alcohol sales with the help of the big news.”
However, this move raises questions about the company’s true intentions and the potential for improved US-Russia relations under a potential Trump administration. The extensive trademark application, covering a wide range of alcoholic beverages and non-alcoholic products, suggests a more comprehensive business strategy than mere brand protection.
The Trend of Politician-Inspired Alcohol in Russia
Trumpovka is not the first politician-inspired alcohol brand in Russia. The trend has been established with the success of “Putinka” vodka, inspired by President Vladimir Putin. Putinka has proven to be a lucrative venture, producing over eight million bottles per month and generating $500 million in profits annually.
However, the association of alcohol brands with political figures has not been without controversy. Putinka, for instance, has been linked to propaganda efforts, adopting a label supporting Russia’s invasion of Ukraine and owning rights to a liquor label commemorating Muammar Qaddafi. This raises concerns about the potential political implications of the Trumpovka brand.
RAU IT’s Ambitious Plans
Despite their lack of experience in the beverage industry, RAU IT has ambitious plans for the Trumpovka brand. The company intends to create Trump-branded sports drinks for IT specialists, marketers, and designers. They also plan to extend the brand to non-alcoholic products, such as mineral water and isotonic drinks for office workers.
RAU IT, co-owned by Yuri Pavlov and Eduard Przhibysh, reported revenue of over 157 million rubles ($1.6 million) last year, with net profits of around 5 million rubles ($50,900). The company specializes in digital solutions and software development for major Russian companies like Gazprom, Rosatom, and Lukoil.
