Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated:
1
00:00:01,871 --> 00:00:02,741
Americans drink over
2
00:00:02,872 --> 00:00:05,266
500 million gallons
of spirits per year,
3
00:00:05,396 --> 00:00:09,009
and vodka is the best
selling liquor in America.
4
00:00:09,139 --> 00:00:12,838
While bourbon is king of the
iconic American whiskey market,
5
00:00:12,969 --> 00:00:15,624
raking in $19 billion a year-
6
00:00:15,754 --> 00:00:18,670
Could you really picture an
American drinking landscape
7
00:00:18,801 --> 00:00:20,933
without vodka or bourbon?
8
00:00:21,064 --> 00:00:22,544
But less
than 90 years ago,
9
00:00:22,674 --> 00:00:25,808
vodka is seen as
unfamiliar Russian swill.
10
00:00:25,938 --> 00:00:28,637
- You see the problem?
- It's got no taste.
11
00:00:28,767 --> 00:00:30,813
While bourbon
was the bitter-tasting product
12
00:00:30,943 --> 00:00:33,163
of a dying industry,
13
00:00:33,294 --> 00:00:36,906
getting swallowed up by the
invasion of foreign imports.
14
00:00:37,037 --> 00:00:39,343
A lot of whiskey
brands don't survive.
15
00:00:39,474 --> 00:00:41,519
We are going to get crushed.
16
00:00:41,650 --> 00:00:44,305
Until two
visionary leaders risk it all.
17
00:00:44,435 --> 00:00:47,438
Smirnoff Vodka started
in the US as an underdog.
18
00:00:47,569 --> 00:00:50,093
To create two of the most
celebrated liquor brands
19
00:00:50,224 --> 00:00:53,444
of all time, Maker's
Mark and Smirnoff.
20
00:00:53,575 --> 00:00:55,142
This is it.
21
00:00:55,272 --> 00:00:57,231
Transforming
a floundering business
22
00:00:57,361 --> 00:01:00,190
into an $87 billion industry.
23
00:01:02,149 --> 00:01:03,759
That red dripping wax
24
00:01:03,889 --> 00:01:06,544
changed not only the
bourbon industry,
25
00:01:06,675 --> 00:01:08,503
but all of spirits.
26
00:01:08,633 --> 00:01:09,808
They'll
bring distilling
27
00:01:09,939 --> 00:01:11,810
back to American shores.
28
00:01:11,941 --> 00:01:13,377
I think we might
have something there.
29
00:01:13,508 --> 00:01:15,031
This was one of those moments
30
00:01:15,162 --> 00:01:17,294
that would help change the game.
31
00:01:17,425 --> 00:01:19,427
And almost
single-handedly create
32
00:01:19,557 --> 00:01:22,256
the top shelf of
American spirits.
33
00:01:22,386 --> 00:01:24,823
These spirits
become real lynchpins
34
00:01:24,954 --> 00:01:27,478
to the celebratory
moments in our lives,
35
00:01:27,609 --> 00:01:30,307
and it all comes back
to these risk-takers.
36
00:01:53,852 --> 00:01:55,202
It's 1933
37
00:01:55,332 --> 00:01:58,466
and after 13 years of
futile enforcement efforts,
38
00:01:58,596 --> 00:02:00,816
the nationwide ban
on the manufacturing,
39
00:02:00,946 --> 00:02:03,166
transportation,
and sale of alcohol
40
00:02:03,297 --> 00:02:05,690
known as prohibition
is repealed.
41
00:02:07,039 --> 00:02:09,520
And the once thriving
American spirit industry
42
00:02:09,651 --> 00:02:12,610
now must attempt to
rise from the ashes.
43
00:02:12,741 --> 00:02:17,093
American spirits are the
roots of American culture.
44
00:02:17,224 --> 00:02:20,357
George Washington
was a distiller.
45
00:02:20,488 --> 00:02:23,839
This stuff built the
United States of America.
46
00:02:23,969 --> 00:02:27,321
There is not a
single road or city
47
00:02:27,451 --> 00:02:30,019
that is built without
alcohol taxes.
48
00:02:30,150 --> 00:02:31,977
While
beer, wine, gin,
49
00:02:32,108 --> 00:02:35,546
brandy, and rum were all
enjoyed prior to prohibition,
50
00:02:35,677 --> 00:02:37,461
one uniquely American drink
51
00:02:37,592 --> 00:02:39,115
was king of the spirits world.
52
00:02:39,246 --> 00:02:41,248
In the British colonial era,
53
00:02:41,378 --> 00:02:43,467
Americans really turned
to whiskey as something
54
00:02:43,598 --> 00:02:45,295
that could be grown from grain
55
00:02:45,426 --> 00:02:48,994
that grows in New York,
Massachusetts, Pennsylvania.
56
00:02:49,125 --> 00:02:52,476
Prior to prohibition, this
was an all-out whiskey country.
57
00:02:52,607 --> 00:02:55,175
Of the
approximately 2,000 distilleries
58
00:02:55,305 --> 00:03:00,092
that made alcohol before
prohibition, only six survived
59
00:03:00,223 --> 00:03:03,966
under the pretense of
selling medicinal alcohol.
60
00:03:04,096 --> 00:03:06,795
This American ban on alcohol
61
00:03:06,925 --> 00:03:08,536
creates an opportunity
62
00:03:08,666 --> 00:03:11,278
for all kinds of
international boot legging
63
00:03:11,408 --> 00:03:14,368
and the rise of a
cross-border alcohol industry.
64
00:03:14,498 --> 00:03:15,804
Canada didn't
have prohibition.
65
00:03:15,934 --> 00:03:18,328
You could just take a rowboat
out to international water,
66
00:03:18,459 --> 00:03:19,851
and there were all these boats
67
00:03:19,982 --> 00:03:22,158
that were floating liquor stores
68
00:03:22,289 --> 00:03:25,770
with Canadian whiskey, Scotch
whiskey, some Irish whiskey,
69
00:03:25,901 --> 00:03:28,773
all that were very happy
to sell you illegally.
70
00:03:28,904 --> 00:03:31,341
So, their distilling
industry flourished
71
00:03:31,472 --> 00:03:32,690
during American prohibition.
72
00:03:32,821 --> 00:03:35,345
The illicit
trade flooded American shores
73
00:03:35,476 --> 00:03:39,393
with millions of cases of exotic
liquors during prohibition.
74
00:03:39,523 --> 00:03:42,526
It helped undercut the entire
American whiskey industry
75
00:03:42,657 --> 00:03:43,614
while the Americans
76
00:03:43,745 --> 00:03:47,270
are shackled to having
bootlegged whiskey
77
00:03:47,401 --> 00:03:50,273
that started opening
the door for spirits
78
00:03:50,404 --> 00:03:52,406
that Americans had
not really had before.
79
00:03:53,624 --> 00:03:55,191
With
American bootleggers
80
00:03:55,322 --> 00:03:57,628
cutting corners to
illegally produce liquor,
81
00:03:57,759 --> 00:03:59,630
foreign companies
became renowned
82
00:03:59,761 --> 00:04:02,154
for their authentic
taste and high quality.
83
00:04:02,285 --> 00:04:04,113
And now, the US market
84
00:04:04,244 --> 00:04:06,942
is overrun with
international products.
85
00:04:08,726 --> 00:04:09,858
Scotch whiskey
and Canadian whiskey
86
00:04:09,988 --> 00:04:10,946
both are very different
87
00:04:11,076 --> 00:04:12,861
and lighter bodied
than American whiskey.
88
00:04:12,991 --> 00:04:16,038
They were swooping in and
really taught Americans
89
00:04:16,168 --> 00:04:18,432
to appreciate this
more flavorful,
90
00:04:18,562 --> 00:04:21,609
more experiential spirits.
91
00:04:21,739 --> 00:04:24,829
And now, American
distillers are rushing
92
00:04:24,960 --> 00:04:27,615
to stop the onslaught of
international liquors.
93
00:04:29,791 --> 00:04:30,922
In Kentucky,
94
00:04:33,055 --> 00:04:37,407
a 92-year-old whiskey distillery
is desperate to rebuild.
95
00:04:39,888 --> 00:04:43,370
TW Samuels was a distiller
in Deatsville, Kentucky
96
00:04:43,500 --> 00:04:46,155
that has this rich legacy
in American history.
97
00:04:47,678 --> 00:04:49,767
Robert Samuels originally
hailed from Pennsylvania
98
00:04:49,898 --> 00:04:52,422
and served in George
Washington's continental army,
99
00:04:52,553 --> 00:04:55,120
making whiskey that he shared
with his comrades-in-arms.
100
00:04:55,251 --> 00:04:57,122
After he mustered
out after the war,
101
00:04:57,253 --> 00:04:59,211
he moved himself and
his family, along with
102
00:04:59,342 --> 00:05:02,693
ther 60 gallon copper
still to central Kentucky.
103
00:05:02,824 --> 00:05:04,782
He has a child,
Taylor William,
104
00:05:04,913 --> 00:05:07,785
and he teaches TW how to distill
105
00:05:07,916 --> 00:05:09,570
and they start a distillery.
106
00:05:09,700 --> 00:05:11,789
They start TW Samuels.
107
00:05:11,920 --> 00:05:15,706
Then, the distillery gets to
passed down for generations.
108
00:05:15,837 --> 00:05:17,926
Now, after
the 13 lifeless years
109
00:05:18,056 --> 00:05:20,972
of prohibition, TW
Samuels' descendants,
110
00:05:21,103 --> 00:05:23,323
father and son, Leslie and Bill,
111
00:05:23,453 --> 00:05:26,500
are determined to revive
the family business.
112
00:05:26,630 --> 00:05:28,937
But the deck is
stacked against them.
113
00:05:29,067 --> 00:05:33,245
Bill being the fourth
generation in a family business,
114
00:05:33,376 --> 00:05:36,292
he wanted to preserve
the family legacy,
115
00:05:36,423 --> 00:05:38,338
but it takes time to
rebuild a distillery,
116
00:05:38,468 --> 00:05:39,991
to put the equipment
back together.
117
00:05:40,122 --> 00:05:41,906
Then, you have to have time
for the whiskey to age.
118
00:05:42,037 --> 00:05:44,822
So, really, the
world was conspiring
119
00:05:44,953 --> 00:05:48,130
against the Samuels family
at this particular moment.
120
00:05:48,260 --> 00:05:50,480
Not only are they
years behind the competition,
121
00:05:50,611 --> 00:05:53,701
but at the same time, the
spirit TW Samuels makes
122
00:05:53,831 --> 00:05:57,182
is considered a substandard
form of American whiskey.
123
00:05:57,313 --> 00:05:59,620
Bourbon is seen as a low rent,
124
00:05:59,750 --> 00:06:01,143
real tough drink
125
00:06:01,273 --> 00:06:04,581
that's only for heavy-duty
drinkers and for getting drunk.
126
00:06:04,712 --> 00:06:05,930
To be bourbon,
127
00:06:06,061 --> 00:06:08,411
it must be made in the
United States of America.
128
00:06:08,542 --> 00:06:11,153
It must come from
a fermented mash.
129
00:06:11,283 --> 00:06:12,981
It can have wheat,
it can have oats,
130
00:06:13,111 --> 00:06:15,026
it can have rye,
it can have barley,
131
00:06:15,157 --> 00:06:18,987
but it must always be 51% corn.
132
00:06:19,117 --> 00:06:23,948
Traditionally, bourbon was
made with corn and rye.
133
00:06:24,079 --> 00:06:27,517
So, rye has a special
peppery, fiery kick,
134
00:06:27,648 --> 00:06:28,779
which is not an easy sell
135
00:06:28,910 --> 00:06:30,477
when you're competing
with smoother whiskeys
136
00:06:30,607 --> 00:06:32,783
coming from Canada,
Ireland, and Scotland.
137
00:06:32,914 --> 00:06:36,570
Now, the consumer taste
for bourbon is fading.
138
00:06:36,700 --> 00:06:39,311
But Bill Samuels was someone
who loved making whiskey
139
00:06:39,442 --> 00:06:42,053
and his father raised
him, mentored him,
140
00:06:42,184 --> 00:06:44,099
as a distiller and in business.
141
00:06:44,229 --> 00:06:46,667
And he just wanted
to make TW Samuels
142
00:06:46,797 --> 00:06:48,669
one of the best in
the spirits industry.
143
00:06:52,673 --> 00:06:56,503
Did you think about my idea?
144
00:06:58,113 --> 00:07:01,072
Bill Samuels knew that
there was a shift in flavor
145
00:07:01,203 --> 00:07:03,205
in American drinking culture,
146
00:07:03,335 --> 00:07:05,990
and he wanted to make
a palatable product,
147
00:07:06,121 --> 00:07:09,037
which is definitely an
extraordinary challenge.
148
00:07:09,167 --> 00:07:11,126
Americans are thirsty.
149
00:07:11,256 --> 00:07:13,563
They'll drink
whatever we give them.
150
00:07:13,694 --> 00:07:15,870
We are going to get crushed.
151
00:07:16,000 --> 00:07:17,959
Hmm.
152
00:07:18,089 --> 00:07:21,310
Bill Samuels wanted to make
a new smoother-tasting bourbon
153
00:07:21,441 --> 00:07:23,181
for a new generation
of drinkers,
154
00:07:23,312 --> 00:07:25,183
but his father, Leslie,
is a traditionalist.
155
00:07:25,314 --> 00:07:26,924
He wanted to make
whiskey the same way
156
00:07:27,055 --> 00:07:29,927
they'd always done it using
the same family recipe.
157
00:07:31,451 --> 00:07:32,843
Bill
Samuels' ambition
158
00:07:32,974 --> 00:07:35,063
to make his whiskey
the best in the country
159
00:07:35,193 --> 00:07:38,066
will almost single handedly
save American whiskey
160
00:07:38,196 --> 00:07:41,722
from being overtaken
by an overseas surge,
161
00:07:41,852 --> 00:07:44,899
pushing it to become the
nearly $19 billion business
162
00:07:45,029 --> 00:07:48,076
it is today, with over
800 whiskey brands
163
00:07:48,206 --> 00:07:50,121
that almost a
quarter of Americans
164
00:07:50,252 --> 00:07:51,906
consume at least once a week.
165
00:07:54,996 --> 00:07:56,737
But for now,
166
00:07:56,867 --> 00:07:59,522
his father is committed to
starting up their stills
167
00:07:59,653 --> 00:08:02,482
with the family's
170-year-old recipe.
168
00:08:08,444 --> 00:08:11,752
As whiskey producers rush
to restart their businesses,
169
00:08:11,882 --> 00:08:14,972
in Connecticut, another
former whiskey supplier
170
00:08:15,103 --> 00:08:18,672
is trying to pick up the pieces
in a post-prohibition world.
171
00:08:18,802 --> 00:08:22,110
In the 1890s, GF
Heublein found success
172
00:08:22,240 --> 00:08:25,896
selling the first pre-mixed
and bottled whiskey cocktails.
173
00:08:26,027 --> 00:08:28,595
They were a pioneer of
ready-to-drink cocktails
174
00:08:28,725 --> 00:08:29,726
as we call 'em today,
175
00:08:29,857 --> 00:08:32,512
decades before they
became a big thing.
176
00:08:32,642 --> 00:08:34,383
During
the 19th century,
177
00:08:34,514 --> 00:08:37,038
doctors prescribed
alcohol-based extracts
178
00:08:37,168 --> 00:08:40,128
of plants and roots
known as Bitters,
179
00:08:40,258 --> 00:08:43,958
for everything from
indigestion to jaundice.
180
00:08:44,088 --> 00:08:45,176
So, from Bitters
181
00:08:45,307 --> 00:08:47,135
comes the idea that you
could flavor alcohol.
182
00:08:47,265 --> 00:08:49,050
You find in the
later 19th century
183
00:08:49,180 --> 00:08:50,486
the first mention
of the word cocktail
184
00:08:50,617 --> 00:08:51,748
in a New York newspaper,
185
00:08:51,879 --> 00:08:54,534
and they mention it as
being made from spirits,
186
00:08:54,664 --> 00:08:56,710
sugar, water, and bitters.
187
00:08:56,840 --> 00:08:58,276
While
cocktails don't become
188
00:08:58,407 --> 00:09:00,017
the national obsession
they are today,
189
00:09:00,148 --> 00:09:03,238
GF Heublein produced
bottled whiskey cocktails
190
00:09:03,368 --> 00:09:05,370
like the Manhattan
up until prohibition.
191
00:09:05,501 --> 00:09:06,850
When prohibition comes along,
192
00:09:06,981 --> 00:09:11,289
Heublein begins buying smaller
brands in the food space.
193
00:09:11,420 --> 00:09:16,207
And in fact, one of the
brands is A1 Steak Sauce.
194
00:09:16,338 --> 00:09:19,036
Yes, that A1 Steak Sauce.
195
00:09:19,167 --> 00:09:20,342
While prohibition
196
00:09:20,472 --> 00:09:21,952
destroyed many
alcohol producers,
197
00:09:22,083 --> 00:09:25,390
Heublein survived off
of their A1 sales alone.
198
00:09:25,521 --> 00:09:27,044
They would eventually go on
199
00:09:27,175 --> 00:09:31,701
to invest in a style
of mustard from France,
200
00:09:31,832 --> 00:09:34,182
a company called Grey-Poupon.
201
00:09:35,270 --> 00:09:37,185
But then, Gilbert
Heublein passes
202
00:09:37,315 --> 00:09:41,711
and his grandson, John
Martin, takes the reigns.
203
00:09:41,842 --> 00:09:45,193
John Martin is this great
character born in England,
204
00:09:45,323 --> 00:09:49,023
educated at Oxford,
and he loves the hunt.
205
00:09:49,153 --> 00:09:52,766
He was a big risk-taker, but
also understood business.
206
00:09:52,896 --> 00:09:56,552
He understood that
A1 Steak Sauce
207
00:09:56,683 --> 00:09:59,033
may have carried them
through prohibition,
208
00:09:59,163 --> 00:10:01,905
but that might not be
enough to keep them afloat.
209
00:10:04,038 --> 00:10:06,954
Now, under pressure
from his board of directors,
210
00:10:07,084 --> 00:10:08,825
the rookie leader
will need to somehow
211
00:10:08,956 --> 00:10:12,350
restore the company's once
lucrative liquor business.
212
00:10:12,481 --> 00:10:13,961
In the late 1800s,
213
00:10:14,091 --> 00:10:16,093
they had an American
club cocktail
214
00:10:16,224 --> 00:10:17,529
that was made with whiskey,
215
00:10:17,660 --> 00:10:19,444
but post-prohibition,
216
00:10:19,575 --> 00:10:22,752
they found it extremely
difficult due to low supply
217
00:10:22,883 --> 00:10:24,188
and fewer distillers
218
00:10:24,319 --> 00:10:26,756
to find the whiskey they
needed for their cocktail.
219
00:10:28,715 --> 00:10:29,846
But just as Martin
220
00:10:29,977 --> 00:10:32,109
is attempting to get back
into the whiskey game,
221
00:10:33,284 --> 00:10:36,070
a few towns away,
another entrepreneur
222
00:10:36,200 --> 00:10:39,247
is about to stumble
upon an unknown spirit
223
00:10:39,377 --> 00:10:40,335
that has the potential
224
00:10:40,465 --> 00:10:43,773
to take down American
whiskey for good.
225
00:10:56,568 --> 00:11:00,485
In 1934, Heublein
president, John Martin,
226
00:11:00,616 --> 00:11:04,098
is desperate to get his company
back in the whiskey business,
227
00:11:04,228 --> 00:11:06,230
but American alcohol
is being overrun
228
00:11:06,361 --> 00:11:09,016
by an invasion of
foreign liquor companies,
229
00:11:09,146 --> 00:11:11,845
threatening the once dominant
American whiskey industry.
230
00:11:14,456 --> 00:11:16,632
And just 50 miles away from him,
231
00:11:16,763 --> 00:11:19,374
a once penniless immigrant
is about to make a gamble
232
00:11:19,504 --> 00:11:21,332
that will be another
blow to whiskey.
233
00:11:21,463 --> 00:11:24,205
So, Rudolph Kunett is born
in what was part of Russia then
234
00:11:24,335 --> 00:11:27,948
is now part of Ukraine,
comes to the US.
235
00:11:28,078 --> 00:11:29,036
Through hard work,
236
00:11:29,166 --> 00:11:30,428
he eventually joins
Helena Rubinstein
237
00:11:30,559 --> 00:11:31,865
and becomes general manager
238
00:11:31,995 --> 00:11:33,997
of their whole
cosmetics enterprise.
239
00:11:34,128 --> 00:11:36,391
But he still wants
more. He craves more.
240
00:11:36,521 --> 00:11:38,785
He sees what the
American dream can be
241
00:11:38,915 --> 00:11:42,049
and he starts to think now
that prohibition is over,
242
00:11:42,179 --> 00:11:43,354
he sees an opportunity.
243
00:11:43,485 --> 00:11:44,660
He says, you know what?
244
00:11:44,791 --> 00:11:46,880
This is the time to get involved
in the alcohol business.
245
00:11:54,017 --> 00:11:55,105
One day,
246
00:11:55,236 --> 00:11:57,717
Kunett finds an interesting
business for sale.
247
00:11:59,675 --> 00:12:01,590
It's one that produces
a little known liquor
248
00:12:01,721 --> 00:12:04,245
from his homeland called vodka.
249
00:12:05,637 --> 00:12:07,901
At the time, vodka in the US
250
00:12:08,031 --> 00:12:09,946
is really the way
Haggis is today.
251
00:12:10,077 --> 00:12:11,774
Some people have heard about it,
252
00:12:11,905 --> 00:12:13,297
very few people have tried it,
253
00:12:13,428 --> 00:12:15,212
maybe with immigrant communities.
254
00:12:15,343 --> 00:12:16,953
It's not very common at all.
255
00:12:17,084 --> 00:12:19,477
He stumbles upon
this newspaper ad,
256
00:12:19,608 --> 00:12:22,742
advertising that this
guy is selling the recipe
257
00:12:22,872 --> 00:12:23,917
to his father's vodka,
258
00:12:24,047 --> 00:12:26,615
and it's a name that
Rudolph knows well.
259
00:12:28,051 --> 00:12:30,097
He drank that vodka growing up
260
00:12:30,227 --> 00:12:34,710
and it's just pure chance
that he happens to see this.
261
00:12:34,841 --> 00:12:35,929
It's a recipe
262
00:12:36,059 --> 00:12:38,932
that will one day
popularize vodka in America,
263
00:12:39,062 --> 00:12:40,542
pushing it to become
the best-selling
264
00:12:40,672 --> 00:12:42,892
premium spirit in the world.
265
00:12:43,023 --> 00:12:46,113
Smirnoff Vodka will
spawn over 30 varieties,
266
00:12:46,243 --> 00:12:48,202
selling six bottles every second
267
00:12:48,332 --> 00:12:51,466
and create an empire
worth over $3 billion.
268
00:12:53,120 --> 00:12:58,168
But in 1930s America, vodka
is almost completely unknown.
269
00:12:58,299 --> 00:13:01,432
No one in the US is really
clamoring for this product,
270
00:13:01,563 --> 00:13:03,434
so he's taking a big risk.
271
00:13:03,565 --> 00:13:07,569
He's convinced that Americans
are gonna love vodka.
272
00:13:07,699 --> 00:13:09,223
The Smirnoff name
273
00:13:09,353 --> 00:13:11,442
is famous in Russia
with a rich history.
274
00:13:12,617 --> 00:13:15,185
Smirnoff was the
drink of the masses
275
00:13:15,316 --> 00:13:20,277
and was enjoyed by
the Russian nobility.
276
00:13:20,408 --> 00:13:25,282
It became official vodka of
the royal family in Russia.
277
00:13:25,413 --> 00:13:26,762
15 years earlier,
278
00:13:26,893 --> 00:13:30,635
Vladimir Smirnov was one of
the richest men in Russia.
279
00:13:30,766 --> 00:13:34,378
Then, the Bolshevik Revolution
happens in Russia about 1918,
280
00:13:34,509 --> 00:13:37,425
and private industry
is outlawed.
281
00:13:37,555 --> 00:13:39,557
Smirnov
is subsequently jailed
282
00:13:39,688 --> 00:13:40,950
and his company seized.
283
00:13:42,343 --> 00:13:44,606
He's brought in front
of the firing squad,
284
00:13:44,736 --> 00:13:48,088
and then there is a
raid on the prison
285
00:13:48,218 --> 00:13:51,221
and he escapes in
the confusion, flees
286
00:13:51,352 --> 00:13:54,834
all throughout the world
and ends up in Paris.
287
00:13:56,444 --> 00:13:57,924
He has almost nothing
288
00:13:58,054 --> 00:14:01,057
but his family name
and his father's recipe
289
00:14:01,188 --> 00:14:03,277
for charcoal distilled vodka.
290
00:14:03,407 --> 00:14:05,888
And then, he places
an ad in America,
291
00:14:06,019 --> 00:14:09,196
and that ad is seen
by Rudolph Kunett.
292
00:14:16,203 --> 00:14:17,726
Now, Kunett
is betting everything
293
00:14:17,857 --> 00:14:20,598
he has on the Russian spirit,
294
00:14:20,729 --> 00:14:26,169
buying the US rights
to Smirnoff for $2,700
295
00:14:26,300 --> 00:14:28,258
or $60,000 in today's money.
296
00:14:28,389 --> 00:14:29,390
Thank you.
297
00:14:30,695 --> 00:14:33,655
I think he feels
like I would feel
298
00:14:33,785 --> 00:14:35,004
if I went to another country
299
00:14:35,135 --> 00:14:38,878
and I could buy the Cadillac
brand name for pittance.
300
00:14:43,012 --> 00:14:44,971
In March of 1934,
301
00:14:45,101 --> 00:14:48,017
Kunett opens America's
first vodka factory
302
00:14:48,148 --> 00:14:49,453
in Bethel, Connecticut,
303
00:14:49,584 --> 00:14:52,195
making Smirnoff in
the exact same way
304
00:14:52,326 --> 00:14:54,284
as the original Russian recipe.
305
00:14:54,415 --> 00:14:56,939
So, vodka is made with
grains or other materials
306
00:14:57,070 --> 00:15:00,900
and it's triple distilled and
filtered through charcoal.
307
00:15:01,030 --> 00:15:05,078
What set Smirnoff apart
was they'd make the charcoal
308
00:15:05,208 --> 00:15:09,996
from white birch trees and then
they would filter the vodka
309
00:15:10,126 --> 00:15:14,087
through it to get a very
clean, very neutral taste.
310
00:15:15,871 --> 00:15:17,351
But
he soon finds out
311
00:15:17,481 --> 00:15:18,526
turning skeptical Americans
312
00:15:18,656 --> 00:15:22,051
onto this Russian staple
is proving impossible.
313
00:15:24,314 --> 00:15:25,663
He's taking a big risk,
314
00:15:25,794 --> 00:15:28,057
because so few people
have had vodka,
315
00:15:28,188 --> 00:15:30,190
so he's investing to import
316
00:15:30,320 --> 00:15:31,539
a lot of the equipment
from overseas,
317
00:15:31,669 --> 00:15:35,630
because it doesn't exist locally
and it is not going well.
318
00:15:38,154 --> 00:15:40,287
But as Kunett is
struggling to get vodka
319
00:15:40,417 --> 00:15:43,246
in America off the
ground, 50 miles away,
320
00:15:45,292 --> 00:15:47,685
John Martin sees a major threat
321
00:15:47,816 --> 00:15:49,818
to the whiskey business
from the Russian spirit.
322
00:15:49,949 --> 00:15:51,254
Smirnoff came
across their plate
323
00:15:51,385 --> 00:15:53,691
and he knew that
this is a moment
324
00:15:53,822 --> 00:15:55,998
when people are just
coming out of prohibition.
325
00:15:56,129 --> 00:15:57,739
Their tastes have changed.
326
00:16:19,630 --> 00:16:21,067
It's got no taste.
327
00:16:29,075 --> 00:16:30,772
John Martin was this guy
328
00:16:30,902 --> 00:16:32,643
that while he had
his foot in whiskey,
329
00:16:32,774 --> 00:16:35,385
he saw opportunity in the places
330
00:16:35,516 --> 00:16:36,996
where nobody was
paying attention.
331
00:16:38,823 --> 00:16:41,957
I think Martin realizes the
potential of vodka in America.
332
00:16:42,088 --> 00:16:44,090
He starts thinking, what
are we gonna do about this?
333
00:16:44,220 --> 00:16:45,352
How are we gonna respond?
334
00:16:48,746 --> 00:16:52,098
Back in Bethel,
in his first year of business,
335
00:16:52,228 --> 00:16:55,318
Kunett sells just 1,200
cases of Smirnoff,
336
00:16:55,449 --> 00:16:58,713
bringing in only $25,000.
337
00:16:58,843 --> 00:17:01,368
And now, unable to
even turn a profit,
338
00:17:03,631 --> 00:17:07,069
Kunett instead looks
for a way to cash out.
339
00:17:07,200 --> 00:17:09,680
The story of American vodka
could have been like sake
340
00:17:09,811 --> 00:17:11,030
or any number of drinks
341
00:17:11,160 --> 00:17:14,642
that are still not a major
part of the American bar
342
00:17:14,772 --> 00:17:16,383
and the American
drinking landscape,
343
00:17:16,513 --> 00:17:18,776
but it does become
a household name.
344
00:17:18,907 --> 00:17:20,735
Thanks in part to John Martin.
345
00:17:23,129 --> 00:17:24,217
Mr. Martin.
346
00:17:25,914 --> 00:17:27,307
So, Rudolph Kunett
347
00:17:27,437 --> 00:17:31,224
approaches none other than
John G. Martin of Heublein,
348
00:17:31,354 --> 00:17:35,576
offers to sell him Smirnoff,
lock, stock, and barrel.
349
00:17:35,706 --> 00:17:37,143
By
offering Kunett a job
350
00:17:37,273 --> 00:17:41,234
as head of Heublein's
advertising and $50,000,
351
00:17:41,364 --> 00:17:43,584
Martin secures the
rights to Smirnoff,
352
00:17:46,587 --> 00:17:49,938
a company which today is
worth over $3 billion.
353
00:17:51,505 --> 00:17:55,422
And now, instead of rebuilding
Heublein's whiskey business,
354
00:17:55,552 --> 00:17:57,989
John Martin will
leave whiskey behind
355
00:17:58,120 --> 00:18:01,210
to try to introduce
vodka to the nation.
356
00:18:06,650 --> 00:18:09,218
In 1939, John
Martin goes out on a limb
357
00:18:09,349 --> 00:18:11,046
to buy an unknown brand
358
00:18:11,177 --> 00:18:14,397
of an unknown liquor
called Smirnoff Vodka.
359
00:18:14,528 --> 00:18:15,920
At this time,
360
00:18:16,051 --> 00:18:19,228
vodka represents less than
1% of liquor sales in the US.
361
00:18:19,359 --> 00:18:23,885
It is still almost non-existent
as a beverage category.
362
00:18:25,104 --> 00:18:27,062
No one really
appreciated the smell.
363
00:18:27,193 --> 00:18:29,282
And to be fair,
vodka isn't something
364
00:18:29,412 --> 00:18:31,719
that one normally sniffs
365
00:18:31,849 --> 00:18:36,158
and enjoys the bouquet of like
a bourbon or a glass of wine.
366
00:18:37,377 --> 00:18:39,074
Martin
knows that Americans
367
00:18:39,205 --> 00:18:41,903
won't sip vodka like they
do a whiskey or brandy.
368
00:18:42,033 --> 00:18:44,688
So, he looks for a new way
to pitch it to consumers.
369
00:18:56,396 --> 00:18:58,006
You can see with vodka,
370
00:18:58,137 --> 00:18:59,225
you just add anything to it
371
00:18:59,355 --> 00:19:01,531
and get it to taste
like whatever you want.
372
00:19:01,662 --> 00:19:03,359
Because vodka, it doesn't
taste like anything.
373
00:19:03,490 --> 00:19:05,056
Martin
believed Smirnoff Vodka
374
00:19:05,187 --> 00:19:08,451
can find success as
a mixer in cocktails.
375
00:19:08,582 --> 00:19:10,888
Because his business
was bottled cocktails,
376
00:19:11,019 --> 00:19:14,196
he was familiar with the
opportunity of cocktails.
377
00:19:14,327 --> 00:19:17,547
Before prohibition, cocktails
were mostly drunken tavern,
378
00:19:17,678 --> 00:19:19,767
but in the 1920s
due to prohibition
379
00:19:19,897 --> 00:19:22,161
moving alcohol
establishments underground,
380
00:19:22,291 --> 00:19:25,512
cocktails are associated
with rebellious behavior.
381
00:19:25,642 --> 00:19:26,730
During prohibition,
382
00:19:26,861 --> 00:19:29,864
cocktails became a way
to mask the harsh taste
383
00:19:29,994 --> 00:19:32,954
of bootlegged alcohol, leading
to a surge in popularity
384
00:19:33,084 --> 00:19:37,872
for a colorless liquor that
originated in Britain, gin.
385
00:19:38,002 --> 00:19:40,570
One thing thing people don't
realize is that essentially,
386
00:19:40,701 --> 00:19:44,661
vodka and gin are more
or less the same spirit,
387
00:19:44,792 --> 00:19:49,057
minus that incredible pungent
juniper note you get with gin.
388
00:19:49,188 --> 00:19:51,625
As drinks like
the gin martini and the gimlet
389
00:19:51,755 --> 00:19:54,410
help make gin an
increasingly popular choice
390
00:19:54,541 --> 00:19:56,934
in bars and homes
across America,
391
00:19:57,065 --> 00:19:58,675
Martin believes vodka
392
00:19:58,806 --> 00:20:02,113
can have even more success
as a cocktail mixer.
393
00:20:02,244 --> 00:20:05,421
Martin needs to choose
his cocktail very carefully.
394
00:20:05,552 --> 00:20:08,076
He needs to find something
that vodka can really own,
395
00:20:08,207 --> 00:20:11,558
that's gonna show you that
great tasteless aspect of vodka.
396
00:20:11,688 --> 00:20:13,951
So, a drink that
has its own flavor,
397
00:20:14,082 --> 00:20:15,823
but that can get
that extra vodka hit.
398
00:20:15,953 --> 00:20:19,653
But in 1941, just
as Martin begins his search,
399
00:20:25,224 --> 00:20:27,704
America's entry into
the second World War
400
00:20:27,835 --> 00:20:30,011
stops him in his tracks.
401
00:20:30,141 --> 00:20:31,795
Many distillers
had a very hard time
402
00:20:31,926 --> 00:20:33,188
recovering from prohibition,
403
00:20:33,319 --> 00:20:35,669
and then World War II broke out
404
00:20:35,799 --> 00:20:37,323
and that really
hobbled the industry.
405
00:20:37,453 --> 00:20:39,586
America was
rationing commodities
406
00:20:39,716 --> 00:20:42,197
that were needed at the warfront
407
00:20:42,328 --> 00:20:44,547
and grains were one
of those commodities.
408
00:20:44,678 --> 00:20:47,507
And that put a strain on the
American spirits industries.
409
00:20:47,637 --> 00:20:49,030
On top
of strict controls
410
00:20:49,160 --> 00:20:50,597
on their primary ingredient,
411
00:20:50,727 --> 00:20:52,599
distillers wishing
to remain open
412
00:20:52,729 --> 00:20:54,383
are forced to
convert their stills
413
00:20:54,514 --> 00:20:56,559
to produce a nearly 100%,
414
00:20:56,690 --> 00:21:01,129
or 200 proof product
called industrial alcohol.
415
00:21:02,565 --> 00:21:04,132
It was used in weapons,
416
00:21:04,263 --> 00:21:06,482
it was used to produce
rubber for tires,
417
00:21:06,613 --> 00:21:08,223
and it was used in antifreeze.
418
00:21:08,354 --> 00:21:10,138
Not to mention all
the medical uses.
419
00:21:11,922 --> 00:21:13,663
In Kentucky,
420
00:21:13,794 --> 00:21:16,884
Bill Samuels still believes
that a new recipe for bourbon
421
00:21:17,014 --> 00:21:19,800
can save the American
whiskey industry,
422
00:21:19,930 --> 00:21:23,238
but his business also
grinds to a halt.
423
00:21:23,369 --> 00:21:25,022
They could make
industrial alcohol
424
00:21:25,153 --> 00:21:26,807
if they wanted to
make any money,
425
00:21:26,937 --> 00:21:29,331
but then it was very
costly to do that.
426
00:21:29,462 --> 00:21:31,202
So, they're probably
white-knuckling it.
427
00:21:31,333 --> 00:21:33,683
They're like, are
we gonna make it?
428
00:21:33,814 --> 00:21:35,468
And now,
the business is rocked
429
00:21:35,598 --> 00:21:38,035
by another blow,
as Bill Samuels
430
00:21:38,166 --> 00:21:40,473
is going to have to navigate
the industry pitfalls
431
00:21:40,603 --> 00:21:41,778
without his father.
432
00:21:43,998 --> 00:21:47,262
Leslie dies and that
leaves Bill Samuels
433
00:21:47,393 --> 00:21:48,785
really on his own.
434
00:21:48,916 --> 00:21:51,832
He's very young and they have
to shut down the distillery.
435
00:21:53,486 --> 00:21:55,792
That really crushed
the opportunity
436
00:21:55,923 --> 00:21:57,751
to try to call the shots.
437
00:21:57,881 --> 00:22:00,188
But what could Bill do? He
didn't have enough money.
438
00:22:02,973 --> 00:22:04,845
Let's do it.
439
00:22:13,332 --> 00:22:16,247
In 1943,
just one year shy
440
00:22:16,378 --> 00:22:18,641
of the company's
100th anniversary,
441
00:22:18,772 --> 00:22:22,645
TW Samuels is sold to a
New York conglomerate.
442
00:22:22,776 --> 00:22:26,606
And so too are the rights
to the Samuels name,
443
00:22:26,736 --> 00:22:29,348
ensuring Bill's dream of
creating a smoother bourbon
444
00:22:29,478 --> 00:22:33,090
under his family
brand is all but gone.
445
00:22:33,221 --> 00:22:35,571
Interestingly, this
was one of those moments
446
00:22:35,702 --> 00:22:37,747
that would help save bourbon,
447
00:22:37,878 --> 00:22:41,925
because it forced him to think
fresh, to think different.
448
00:22:42,056 --> 00:22:43,362
That doesn't happen
449
00:22:43,492 --> 00:22:46,713
if he's able to continue
as old Samuels distillery.
450
00:22:46,843 --> 00:22:50,499
So, that was probably the best
thing that could have happened
451
00:22:50,630 --> 00:22:53,197
to Bill Samuels and
the bourbon industry,
452
00:22:53,328 --> 00:22:56,766
because what would happen
next changed the game.
453
00:23:08,430 --> 00:23:10,345
With the
end of World War II,
454
00:23:10,476 --> 00:23:13,435
the government stops
rationing grain supplies
455
00:23:13,566 --> 00:23:17,483
and American spirit makers can
fire up their stills again.
456
00:23:17,613 --> 00:23:18,919
But for John Martin,
457
00:23:19,049 --> 00:23:21,487
who's recently returned
from serving in the US Army
458
00:23:21,617 --> 00:23:25,012
as a Lieutenant Colonel,
Smirnoff Vodka still only
459
00:23:25,142 --> 00:23:28,581
represents less than
1% of alcohol sales.
460
00:23:28,711 --> 00:23:32,193
John Martin, I think really
gets what makes vodka special.
461
00:23:32,323 --> 00:23:34,500
He gets what can make
it work in the US
462
00:23:34,630 --> 00:23:37,503
and that is it's a great
chameleon as a mixer.
463
00:23:37,633 --> 00:23:38,504
With
the war behind him,
464
00:23:38,634 --> 00:23:40,854
Martin goes on a
hunt for a cocktail
465
00:23:40,984 --> 00:23:43,900
that can showcase the
unique properties of vodka,
466
00:23:45,293 --> 00:23:48,122
but finding the perfect
mix is not so easy.
467
00:23:49,863 --> 00:23:52,518
After a month-long
search, he's given up,
468
00:23:52,648 --> 00:23:53,736
but he goes to Elliot
469
00:23:53,867 --> 00:23:56,304
and he stops off at a
bar, the Cock N' Bull,
470
00:23:56,435 --> 00:23:58,088
which is run by a guy
named Jack Morgan,
471
00:23:58,219 --> 00:23:59,786
who's a bartender friend of his.
472
00:24:05,879 --> 00:24:06,967
It's a little too sweet.
473
00:24:08,185 --> 00:24:09,360
Okay.
474
00:24:09,491 --> 00:24:13,800
Jack Morgan, much like
Kunett and John Martin,
475
00:24:13,930 --> 00:24:16,193
wants to import a product
476
00:24:16,324 --> 00:24:18,544
that's popular in another
country, ginger beer.
477
00:24:18,674 --> 00:24:20,807
All right,
I got plenty of this.
478
00:24:22,765 --> 00:24:24,811
He wants to bring it to the US
479
00:24:24,941 --> 00:24:28,118
and it certainly hasn't been
the glowing success he thought.
480
00:24:28,249 --> 00:24:30,425
The story is, they take
these two products,
481
00:24:30,556 --> 00:24:32,253
neither of which is
doing well on their own,
482
00:24:32,383 --> 00:24:34,777
ginger beer, vodka,
they put 'em together,
483
00:24:34,908 --> 00:24:37,911
they add some lime juice,
they throw it in a copper mug.
484
00:24:46,702 --> 00:24:48,791
I think we might
have something there.
485
00:24:48,922 --> 00:24:51,838
And the Moscow mule is born.
486
00:24:51,968 --> 00:24:53,535
John Martin was
asked years later,
487
00:24:53,666 --> 00:24:55,319
where did you get
the name Moscow mule?
488
00:24:55,450 --> 00:24:58,975
He said, "I don't know. We
had been drinking a lot,
489
00:24:59,106 --> 00:25:02,413
but it probably had something
to do with it having a kick."
490
00:25:02,544 --> 00:25:04,285
Smirnoff
begins selling their bottles
491
00:25:04,415 --> 00:25:05,416
along with a booklet,
492
00:25:05,547 --> 00:25:08,419
containing a recipe
for the Moscow mule,
493
00:25:08,550 --> 00:25:11,684
showcasing vodka as the
ideal mixer for cocktails.
494
00:25:13,120 --> 00:25:15,644
What vodka can do really well
495
00:25:15,775 --> 00:25:18,560
is it's appealing to American
sensibilities and drinkers
496
00:25:18,691 --> 00:25:20,649
who maybe don't always
want to taste alcohol.
497
00:25:22,259 --> 00:25:25,045
But the launch
comes at a precarious time
498
00:25:25,175 --> 00:25:27,134
for a drink that
originated in Russia.
499
00:25:27,264 --> 00:25:29,571
This ideological conflict
between the United States
500
00:25:29,702 --> 00:25:32,313
and the Soviet Union growing
out of the Second World War
501
00:25:32,443 --> 00:25:36,056
casts a long shadow, and it
really defines people's fear
502
00:25:36,186 --> 00:25:37,448
about a nuclear holocaust
503
00:25:37,579 --> 00:25:39,929
and this impending
apocalyptic battle
504
00:25:40,060 --> 00:25:42,410
between the United States
and the Soviet Union.
505
00:25:44,325 --> 00:25:46,327
The wave of
anti-Russian sentiment,
506
00:25:46,457 --> 00:25:48,982
led by senators
like Joseph McCarthy,
507
00:25:49,112 --> 00:25:51,854
is a potential death knell
for the Moscow mule,
508
00:25:51,985 --> 00:25:55,858
for Smirnoff, and for the
future of vodka in America.
509
00:25:55,989 --> 00:25:56,990
There's suddenly protests
510
00:25:57,120 --> 00:25:59,427
about the Moscow mule
in New York City,
511
00:25:59,558 --> 00:26:01,037
and there's people
marching and saying,
512
00:26:01,168 --> 00:26:02,735
"No more Moscow mules."
513
00:26:04,475 --> 00:26:05,520
As John Martin
514
00:26:05,651 --> 00:26:08,088
watches the Smirnoff
name come under fire,
515
00:26:11,657 --> 00:26:15,486
Bill Samuels watches his
family name fall into the hands
516
00:26:15,617 --> 00:26:19,012
of its new corporate
owners, Country Distillers,
517
00:26:19,142 --> 00:26:22,232
and he leaves the liquor
business altogether.
518
00:26:22,363 --> 00:26:25,235
He goes on to the Navy.
519
00:26:25,366 --> 00:26:29,675
He goes on to sell timber and
he's selling pneumatic scales.
520
00:26:29,805 --> 00:26:31,938
He's doing all these
things in between,
521
00:26:32,068 --> 00:26:35,463
but it's probably always
weighing in the back of his mind
522
00:26:35,594 --> 00:26:37,421
that he couldn't
buy his family name.
523
00:26:37,552 --> 00:26:40,033
The family legend is, is
that he was moping around
524
00:26:40,163 --> 00:26:43,427
and his wife Marjorie
kicked him and said,
525
00:26:43,558 --> 00:26:46,953
"Get off your ass and
go make some whiskey."
526
00:26:54,003 --> 00:26:56,963
Because bourbon is seen
as a rough, hard drink,
527
00:26:57,093 --> 00:27:00,227
he's literally and figuratively
cutting ties with the past,
528
00:27:00,357 --> 00:27:03,317
deciding that it's time for
a new generation of bourbon.
529
00:27:03,447 --> 00:27:06,494
How does he wanna make it?
What's he want it to taste like?
530
00:27:06,625 --> 00:27:07,800
For
five generations,
531
00:27:07,930 --> 00:27:10,846
his family has been making
their namesake bourbon
532
00:27:10,977 --> 00:27:14,545
from a recipe that's
more than 170 years old,
533
00:27:14,676 --> 00:27:17,984
and Bill Samuels has
the only written copy.
534
00:27:30,605 --> 00:27:32,955
He'll now forge a new path
535
00:27:33,086 --> 00:27:36,872
and concoct a whole new type
of bourbon from scratch.
536
00:27:43,749 --> 00:27:45,098
In the late 1940s,
537
00:27:45,228 --> 00:27:48,057
America is grappling
with its Russian enemy
538
00:27:48,188 --> 00:27:51,626
and Smirnoff's newly invented
cocktail, the Moscow mule,
539
00:27:51,757 --> 00:27:54,281
is no longer welcome
in American bars.
540
00:27:54,411 --> 00:27:55,412
But knowing the new drink
541
00:27:55,543 --> 00:27:58,546
is a key to popularizing
vodka nationwide,
542
00:28:01,201 --> 00:28:03,812
John Martin wants to fight back
543
00:28:03,943 --> 00:28:08,121
and he uses a cutting
edge piece of technology.
544
00:28:08,251 --> 00:28:09,296
At that time,
545
00:28:09,426 --> 00:28:13,082
Polaroid had just come
out with the Instamatic,
546
00:28:13,213 --> 00:28:15,171
the very first camera
that could develop
547
00:28:15,302 --> 00:28:17,957
and produce a picture
right after you took it.
548
00:28:18,087 --> 00:28:20,568
He got one and went
and into this bar
549
00:28:20,699 --> 00:28:22,570
and he tells the bartender,
550
00:28:22,701 --> 00:28:25,007
if you try this
drink, a Moscow mule,
551
00:28:25,138 --> 00:28:26,269
I'll take a picture of you
552
00:28:26,400 --> 00:28:29,142
that you can take home
to your wife right now.
553
00:28:30,404 --> 00:28:31,927
The bartender says,
"That's not possible.
554
00:28:32,058 --> 00:28:35,365
How you gonna do that?"
555
00:28:35,496 --> 00:28:38,281
Seeing the photos
develop right in front of them,
556
00:28:38,412 --> 00:28:41,328
Martin's potential
customers are amazed.
557
00:28:41,458 --> 00:28:43,069
This, to most
people at the time,
558
00:28:43,199 --> 00:28:44,766
seems like a time machine.
559
00:28:44,897 --> 00:28:46,420
Martin, he takes two pictures.
560
00:28:46,550 --> 00:28:48,204
He takes one to give
to the bartender,
561
00:28:48,335 --> 00:28:49,684
and he keeps one for himself.
562
00:28:49,815 --> 00:28:52,469
He immediately walks right
down the street to the next bar
563
00:28:52,600 --> 00:28:54,645
and he says, "Hey, this
guy just did this thing.
564
00:28:54,776 --> 00:28:56,169
He had this drink.
565
00:28:56,299 --> 00:28:59,215
I can give you a picture of
you making the Moscow mule,
566
00:28:59,346 --> 00:29:00,129
and guess what?
567
00:29:00,260 --> 00:29:02,479
I can also sell you the vodka."
568
00:29:02,610 --> 00:29:04,830
In the 1940s,
most liquor companies
569
00:29:04,960 --> 00:29:08,268
rely almost exclusively
on print advertising,
570
00:29:08,398 --> 00:29:10,705
but Martin personally
visits bars
571
00:29:10,836 --> 00:29:12,272
up and down the East Coast.
572
00:29:12,402 --> 00:29:14,665
The stunt creates
a snowball effect,
573
00:29:14,796 --> 00:29:17,364
helping spread word
of the Moscow mule,
574
00:29:17,494 --> 00:29:19,801
and it becomes one
of the first-ever
575
00:29:19,932 --> 00:29:23,109
viral marketing
campaigns in America.
576
00:29:23,239 --> 00:29:25,546
John Martin was a
brilliant marketer.
577
00:29:25,676 --> 00:29:28,767
He knew how to press
the right buttons.
578
00:29:28,897 --> 00:29:31,465
Things like that,
which now is common,
579
00:29:31,595 --> 00:29:34,990
but back then, it was
sophisticated gorilla marketing.
580
00:29:35,121 --> 00:29:36,383
Soon, word of mouth
581
00:29:36,513 --> 00:29:41,692
sparks widespread interest
in vodka and sales take off.
582
00:29:41,823 --> 00:29:43,869
Now, he's got this
new piece of technology,
583
00:29:43,999 --> 00:29:45,653
which is blowing people's
minds on its own,
584
00:29:45,784 --> 00:29:47,437
and he's really showing Smirnoff
585
00:29:47,568 --> 00:29:49,744
to be this cutting edge product.
586
00:29:49,875 --> 00:29:50,919
It's not just a vodka,
587
00:29:51,050 --> 00:29:53,966
it's something that
represents the future.
588
00:29:54,096 --> 00:29:56,969
By 1955,
sales of Smirnoff
589
00:29:57,099 --> 00:29:59,928
reach over 1 million
cases a year,
590
00:30:00,059 --> 00:30:04,106
securing a 99% share of
this new vodka market.
591
00:30:04,237 --> 00:30:07,109
But while vodka has
climbed out of obscurity,
592
00:30:07,240 --> 00:30:09,808
Martin is hoping it
can at least catch gin.
593
00:30:11,548 --> 00:30:14,073
Meanwhile, options
for American whiskey
594
00:30:14,203 --> 00:30:16,684
are becoming
increasingly limited.
595
00:30:16,815 --> 00:30:19,295
The era of
independent distillers
596
00:30:19,426 --> 00:30:21,167
died out during World War II.
597
00:30:21,297 --> 00:30:24,387
And in the 1950s,
there were very few
598
00:30:24,518 --> 00:30:27,086
independent distillers
still alive and working.
599
00:30:27,216 --> 00:30:30,916
They were all owned by
like Schenley, Seagram's,
600
00:30:31,046 --> 00:30:33,353
National Distillers,
Brown-Forman.
601
00:30:35,703 --> 00:30:37,052
But in Kentucky,
602
00:30:37,183 --> 00:30:39,707
after being out of the
business for nearly a decade,
603
00:30:39,838 --> 00:30:44,364
Bill Samuels invests $35,000
to start a new distillery.
604
00:30:44,494 --> 00:30:46,192
Bourbon is one
of the few liquors
605
00:30:46,322 --> 00:30:48,629
that really
originated in America,
606
00:30:48,759 --> 00:30:51,980
but at the time, there was no
exciting market for bourbon.
607
00:30:52,111 --> 00:30:54,026
It was considered a
rough and tumble liquor,
608
00:30:54,156 --> 00:30:56,332
the kind of thing like cowboys
would drink out of the bottle.
609
00:30:56,463 --> 00:30:58,944
But he's got a vision
for a better bourbon,
610
00:30:59,074 --> 00:31:01,250
something that people can
enjoy in a different way.
611
00:31:01,381 --> 00:31:04,863
Was this an idea that
was researched? No.
612
00:31:04,993 --> 00:31:07,735
This was a guy making a
decision from his gut,
613
00:31:07,866 --> 00:31:09,128
because he had
lived and breathed
614
00:31:09,258 --> 00:31:11,130
whiskey his entire life.
615
00:31:11,260 --> 00:31:13,219
If you are trying
to reinvent the wheel
616
00:31:13,349 --> 00:31:15,177
and create a new recipe,
617
00:31:15,308 --> 00:31:17,832
it's not like a one day process
618
00:31:17,963 --> 00:31:19,442
where you start with
grains in the morning
619
00:31:19,573 --> 00:31:21,880
and you have a glass of
whiskey in the evening.
620
00:31:22,010 --> 00:31:25,448
It takes quite a long time to
develop those flavor profiles.
621
00:31:25,579 --> 00:31:28,060
Having
financed his own operation,
622
00:31:28,190 --> 00:31:29,278
Samuels can't afford
623
00:31:29,409 --> 00:31:31,933
to wait out the years
long aging process
624
00:31:32,064 --> 00:31:33,892
to test out different
kinds of wheat.
625
00:31:34,022 --> 00:31:35,850
He and his wife, Margie,
626
00:31:35,981 --> 00:31:39,767
decide to do something
wildly brilliant.
627
00:31:39,898 --> 00:31:43,075
They decide to bake
loaves of bread.
628
00:31:45,991 --> 00:31:48,558
This allows them to
experiment with different ratios
629
00:31:48,689 --> 00:31:50,647
to get strengths and
smoothness and everything.
630
00:31:50,778 --> 00:31:53,172
They can see how the
grains blend together,
631
00:31:53,302 --> 00:31:56,392
see what flavor
profile is created,
632
00:31:56,523 --> 00:32:00,788
especially once heat's been
added and a bit of fermentation.
633
00:32:08,491 --> 00:32:09,753
Bill
and Margie Samuels
634
00:32:09,884 --> 00:32:12,147
quickly decide to take out rye,
635
00:32:12,278 --> 00:32:14,410
which gives bourbon a spicy kick
636
00:32:14,541 --> 00:32:17,326
and find a smoother tasting
wheat to replace it.
637
00:32:17,457 --> 00:32:20,939
Traditionally, bourbon
was made with corn
638
00:32:21,069 --> 00:32:22,636
and rye and barley,
639
00:32:22,766 --> 00:32:25,465
and so the use of
wheat was not normal.
640
00:32:29,034 --> 00:32:29,948
Smells good.
641
00:32:32,167 --> 00:32:33,125
Let's try this.
642
00:32:36,867 --> 00:32:40,045
Finally, after
testing 150 loaves of bread
643
00:32:40,175 --> 00:32:42,743
with a wide range of
different wheats-
644
00:32:44,788 --> 00:32:46,312
That is it.
645
00:32:46,442 --> 00:32:48,183
Oh!
646
00:32:48,314 --> 00:32:49,793
With a
new, smoother wheat,
647
00:32:49,924 --> 00:32:52,231
the Samuels begin
production on their bourbon,
648
00:32:52,361 --> 00:32:55,538
an aging process that
will take six years.
649
00:32:55,669 --> 00:32:58,193
But meanwhile,
international whiskey brands
650
00:32:58,324 --> 00:33:00,979
continue to flourish in America.
651
00:33:01,109 --> 00:33:03,285
Imports of Scotch
and Irish whiskey
652
00:33:03,416 --> 00:33:05,809
have almost tripled
since the end of the war.
653
00:33:05,940 --> 00:33:08,029
Canadian whiskey
giant, Seagram's,
654
00:33:08,160 --> 00:33:10,901
locks down a 20% share
of the US market,
655
00:33:11,032 --> 00:33:13,339
becoming the largest
distillery in the world.
656
00:33:16,081 --> 00:33:19,388
Bill Samuels will be competing
with them head-to-head.
657
00:33:21,347 --> 00:33:22,870
Meanwhile, in Connecticut,
658
00:33:23,001 --> 00:33:26,874
John Martin has grown vodka
into a force in the industry,
659
00:33:27,005 --> 00:33:28,658
but with sales lagging behind,
660
00:33:28,789 --> 00:33:30,138
he'll need to do more
661
00:33:30,269 --> 00:33:33,968
to overtake the number one
clear spirit in America, gin.
662
00:33:34,099 --> 00:33:38,407
This was unquestionably
the era of the liquid lunch.
663
00:33:38,538 --> 00:33:41,889
And the martini was
undoubtedly something
664
00:33:42,020 --> 00:33:46,111
that this very hyper masculine,
corporate society enjoyed.
665
00:33:46,241 --> 00:33:49,114
At this point, gin
is the dominant drink
666
00:33:49,244 --> 00:33:52,073
and drinkers prefer
their martinis with gin.
667
00:33:52,204 --> 00:33:54,554
Martin knows that
as long as the gin martini
668
00:33:54,684 --> 00:33:56,512
continues its dominance,
669
00:33:56,643 --> 00:33:57,992
Smirnoff will never become
670
00:33:58,123 --> 00:34:00,038
the best-selling
liquor in the country.
671
00:34:01,604 --> 00:34:02,910
You see the problem.
672
00:34:03,041 --> 00:34:04,694
It's easier to write about
the flavor of a gin martini.
673
00:34:04,825 --> 00:34:06,566
They're fruity, they're herbal.
674
00:34:08,959 --> 00:34:10,396
To push
vodka as the spirit
675
00:34:10,526 --> 00:34:12,311
that belongs in a martini,
676
00:34:12,441 --> 00:34:14,052
Martin has a unique idea
677
00:34:14,182 --> 00:34:17,272
to make the biggest marketing
splash that any liquor
678
00:34:17,403 --> 00:34:20,449
has ever had by putting
it on the silver screen.
679
00:34:20,580 --> 00:34:24,236
So much of drinking is
tied up with identity.
680
00:34:24,366 --> 00:34:26,064
People want to
appear a certain way,
681
00:34:26,194 --> 00:34:27,630
and if I drink a certain brand,
682
00:34:27,761 --> 00:34:29,415
maybe that will say
something about me.
683
00:34:31,286 --> 00:34:32,418
Well, who's in it?
684
00:34:33,723 --> 00:34:35,769
The British guy from
the John Wayne movie.
685
00:34:36,944 --> 00:34:38,119
Yeah. Here.
686
00:34:41,122 --> 00:34:42,819
John Martin, he
likes taking risks.
687
00:34:42,950 --> 00:34:45,126
He likes going out on a limb.
688
00:34:45,257 --> 00:34:48,782
Now, his board
members and investors
689
00:34:48,912 --> 00:34:51,567
thought he was
absolutely insane.
690
00:34:51,698 --> 00:34:54,918
This was a series of books
691
00:34:55,049 --> 00:34:59,358
turned into a movie about
a foreign main character.
692
00:34:59,488 --> 00:35:02,622
It's too British and
it's also too sexual.
693
00:35:06,278 --> 00:35:08,062
Martin
makes an expensive deal
694
00:35:08,193 --> 00:35:10,717
that puts the fate
of vodka in the hands
695
00:35:10,847 --> 00:35:14,677
of a little known Scottish
actor in an unproven movie.
696
00:35:23,730 --> 00:35:25,645
In 1962,
697
00:35:25,775 --> 00:35:28,517
John Martin is attempting
to overthrow gin
698
00:35:28,648 --> 00:35:31,259
as the most popular
cocktail drink in America.
699
00:35:32,347 --> 00:35:34,436
To do it, he
secured a risky deal
700
00:35:34,567 --> 00:35:36,395
to feature Smirnoff in a movie
701
00:35:36,525 --> 00:35:41,008
about a jet-setting, British
spy named James Bond.
702
00:35:42,401 --> 00:35:46,405
The very first James
Bond movie, "Dr. No",
703
00:35:46,535 --> 00:35:49,103
we see a bottle
of Smirnoff Vodka.
704
00:35:49,234 --> 00:35:51,279
The waiter brings
him a drink and says,
705
00:35:51,410 --> 00:35:52,933
"Vodka martini, sir,
706
00:35:53,063 --> 00:35:55,718
as you ordered, shaken
and not stirred."
707
00:35:55,849 --> 00:35:57,938
This upsets generations
of connoisseurs
708
00:35:58,068 --> 00:36:01,463
who prefer their martinis with
gin and prefer it's stirred.
709
00:36:01,594 --> 00:36:03,900
But it doesn't matter, because
once James Bond does it,
710
00:36:04,031 --> 00:36:05,859
who cares what the
connoisseurs tell you?
711
00:36:06,947 --> 00:36:08,078
No one really knows how much
712
00:36:08,209 --> 00:36:10,298
Martin paid for this
deal to take place,
713
00:36:10,429 --> 00:36:12,431
but my gosh, did it pay off.
714
00:36:12,561 --> 00:36:14,607
Because Smirnoff Vodkas
715
00:36:14,737 --> 00:36:18,567
become the iconic drink of
the world's most famous spy,
716
00:36:18,698 --> 00:36:21,048
or as I like to say, the
coolest guy in the room.
717
00:36:22,658 --> 00:36:24,399
So, this film goes on
718
00:36:24,530 --> 00:36:29,796
to spawn a $7 billion,
25 film franchise,
719
00:36:29,926 --> 00:36:33,843
cements Smirnoff as an
iconic American brand
720
00:36:33,974 --> 00:36:37,673
that American men actually
didn't find foreign,
721
00:36:37,804 --> 00:36:40,720
but rather wanted for
the Smirnoff martini,
722
00:36:40,850 --> 00:36:42,548
shaken not stirred.
723
00:36:42,678 --> 00:36:45,638
And now, vodka
really dethroned gin
724
00:36:45,768 --> 00:36:47,683
as the dominant
drink in a martini.
725
00:36:50,556 --> 00:36:52,732
Meanwhile,
the bourbon industry
726
00:36:52,862 --> 00:36:53,950
is on life support,
727
00:36:54,081 --> 00:36:57,302
now controlled by just
a few large corporations
728
00:36:57,432 --> 00:36:58,955
making cheap liquor.
729
00:36:59,086 --> 00:37:01,567
The consumer taste
for bourbon is fading.
730
00:37:01,697 --> 00:37:03,395
It's going to vodka.
731
00:37:03,525 --> 00:37:07,312
And so, for Bill Samuels
trying to sell product,
732
00:37:07,442 --> 00:37:09,009
that's a hard win.
733
00:37:09,139 --> 00:37:10,619
As Bill
readies the launch
734
00:37:10,750 --> 00:37:13,883
of America's first premium
bourbon, his wife Margie
735
00:37:14,014 --> 00:37:17,191
is trying to figure out how to
make their product stand out.
736
00:37:17,322 --> 00:37:20,281
Marjorie Samuels was
more than just support.
737
00:37:20,412 --> 00:37:21,717
She was smart.
738
00:37:21,848 --> 00:37:23,502
She had a degree in chemistry
739
00:37:23,632 --> 00:37:25,025
from the University
of Louisville,
740
00:37:25,155 --> 00:37:26,635
and she's really the person
741
00:37:26,766 --> 00:37:30,639
who plants the seeds for
what bourbon is today.
742
00:37:30,770 --> 00:37:33,642
You gotta remember, every
bottle looked the same.
743
00:37:33,773 --> 00:37:36,384
Some old man slapped on there
744
00:37:36,515 --> 00:37:41,041
with old this, old that, same
kind of dressing on the top.
745
00:37:41,171 --> 00:37:44,566
They believe that the drinker
that they were trying to get
746
00:37:44,697 --> 00:37:47,787
wouldn't buy something
unless it was expensive.
747
00:37:50,093 --> 00:37:51,225
To
signal that theirs
748
00:37:51,356 --> 00:37:52,966
is a high-end artisan product,
749
00:37:55,098 --> 00:37:57,666
Margie Samuels hand
dips each bottle
750
00:37:57,797 --> 00:38:02,280
of their new whiskey in red
wax melted on her home fryer,
751
00:38:02,410 --> 00:38:05,500
creating America's most
iconic liquor bottle.
752
00:38:05,631 --> 00:38:07,154
Also, she collected pewter
753
00:38:07,285 --> 00:38:09,678
and pewter often
had a little mark
754
00:38:09,809 --> 00:38:11,376
at the bottom of the vessel
755
00:38:11,506 --> 00:38:13,682
that was a little bit
of an early brand.
756
00:38:14,988 --> 00:38:18,557
So, she sets about
designing a maker's seal
757
00:38:18,687 --> 00:38:21,821
to create the appearance
of a higher-end product.
758
00:38:31,178 --> 00:38:32,875
The signature
stamp on the bottle
759
00:38:33,006 --> 00:38:34,486
inspires the whiskey's name,
760
00:38:37,227 --> 00:38:38,446
Maker's Mark.
761
00:38:40,840 --> 00:38:43,277
And while most bourbons
cost $4 a bottle,
762
00:38:43,408 --> 00:38:46,106
Maker's hits the shelf at $7,
763
00:38:46,236 --> 00:38:48,674
defining its image
as a premium product.
764
00:38:48,804 --> 00:38:52,547
They sought to create
a top shelf item,
765
00:38:52,678 --> 00:38:54,244
raising whiskey from something
766
00:38:54,375 --> 00:38:56,856
the working man might
swill to get drunk,
767
00:38:56,986 --> 00:38:59,380
to something that
the cultured American
768
00:38:59,511 --> 00:39:02,340
might sip and really enjoy.
769
00:39:04,298 --> 00:39:06,996
While sales
get off to a slow start,
770
00:39:07,127 --> 00:39:10,609
Maker's soon makes its
mark on another industry.
771
00:39:12,132 --> 00:39:14,656
In what is now considered
the golden age of travel,
772
00:39:14,787 --> 00:39:16,266
you were dressed to the nines,
773
00:39:16,397 --> 00:39:18,747
you got lobster in there,
you got fresh beef.
774
00:39:18,878 --> 00:39:20,706
It was an elevated experience.
775
00:39:24,100 --> 00:39:26,059
This was like a
sneak marketing tool,
776
00:39:26,189 --> 00:39:27,843
because you have a
captive audience.
777
00:39:29,192 --> 00:39:31,673
Creating that pull on
the customer directly
778
00:39:31,804 --> 00:39:35,590
through the airline was
a great opportunity.
779
00:39:35,721 --> 00:39:37,940
In
1961, Maker's Mark
780
00:39:38,071 --> 00:39:40,378
becomes one of the
first American whiskeys
781
00:39:40,508 --> 00:39:42,380
to be served on a
commercial flight.
782
00:39:43,729 --> 00:39:45,252
And the smoother-tasting bourbon
783
00:39:45,383 --> 00:39:47,080
captures national attention.
784
00:39:51,911 --> 00:39:53,129
This "Wall Street
Journal" reporter,
785
00:39:53,260 --> 00:39:54,392
he talks about the complexity
786
00:39:54,522 --> 00:39:56,481
in the flavor and
the smoothness.
787
00:39:56,611 --> 00:39:58,744
Well, these moneyed "Wall
Street Journal" readers,
788
00:39:58,874 --> 00:39:59,875
they follow suit.
789
00:40:01,616 --> 00:40:04,663
Their phone would
not stop ringing.
790
00:40:04,793 --> 00:40:08,754
It was so bad that they
had to take a full page ad
791
00:40:08,884 --> 00:40:10,146
in the "Wall Street
Journal" to say,
792
00:40:10,277 --> 00:40:12,279
"Please stop calling us.
793
00:40:12,410 --> 00:40:14,934
We will get to you
at some point."
794
00:40:15,064 --> 00:40:18,546
In the following years,
Maker's success ignites a boom
795
00:40:18,677 --> 00:40:20,156
that puts America's whiskey
796
00:40:20,287 --> 00:40:23,464
back in the hands of
American distillers.
797
00:40:23,595 --> 00:40:25,379
And over the next five decades,
798
00:40:25,510 --> 00:40:29,122
yearly production grows
by 50 million cases,
799
00:40:29,252 --> 00:40:31,080
an increase that
more than triples
800
00:40:31,211 --> 00:40:32,604
the size of the industry.
801
00:40:32,734 --> 00:40:35,171
In 2022, Maker's Mark
802
00:40:35,302 --> 00:40:38,087
is the number one selling
bourbon in America.
803
00:40:42,831 --> 00:40:44,964
Prohibition and
the second World War
804
00:40:45,094 --> 00:40:46,661
should have destroyed
the industry.
805
00:40:46,792 --> 00:40:50,186
And yet, simple,
brilliant moves
806
00:40:50,317 --> 00:40:54,103
solidified bourbon in America.
807
00:40:54,234 --> 00:40:55,540
There's very few things
808
00:40:55,670 --> 00:40:59,021
that really are so
singularly American
809
00:40:59,152 --> 00:41:01,459
in the way that bourbon is.
810
00:41:01,589 --> 00:41:03,852
Today,
Bill and Margie Samuels
811
00:41:03,983 --> 00:41:06,202
are credited with
saving American whiskey
812
00:41:06,333 --> 00:41:08,248
and thwarting the
industry takeover
813
00:41:08,378 --> 00:41:11,033
by international companies,
revolutionizing it
814
00:41:11,164 --> 00:41:14,646
into the $19 billion
industry it is today.
815
00:41:14,776 --> 00:41:17,823
Margie Samuels' contributions
to the recipe and the branding
816
00:41:17,953 --> 00:41:19,825
push her to become
the first woman
817
00:41:19,955 --> 00:41:22,044
inducted into the
Bourbon Hall of Fame.
818
00:41:22,175 --> 00:41:24,394
This is a huge established
American brand now,
819
00:41:24,525 --> 00:41:25,613
and the Samuels family
820
00:41:25,744 --> 00:41:27,397
is still very much
involved in running it.
821
00:41:27,528 --> 00:41:28,921
But while
American-made whiskey
822
00:41:29,051 --> 00:41:30,575
eclipses imported ones,
823
00:41:30,705 --> 00:41:35,405
vodka reigns supreme,
surpassing gin in 1976
824
00:41:35,536 --> 00:41:37,886
and becoming the best-selling
spirit in America,
825
00:41:38,017 --> 00:41:41,063
a title it still
holds to this day.
826
00:41:41,194 --> 00:41:44,937
Smirnoff changed the
way every American drinks.
827
00:41:45,067 --> 00:41:46,460
It changed cocktails.
828
00:41:46,591 --> 00:41:51,291
It is the entry point for so
many people to drink spirits.
829
00:41:51,421 --> 00:41:52,640
Thanks
to John Martin,
830
00:41:52,771 --> 00:41:55,382
the 159-year-old Smirnoff brand
831
00:41:55,513 --> 00:41:57,993
becomes the best-selling
spirit globally,
832
00:41:58,124 --> 00:42:00,082
with nearly 27 million cases
833
00:42:00,213 --> 00:42:03,912
sold in 130
countries every year.
834
00:42:04,043 --> 00:42:06,480
And the once tasteless vodka
835
00:42:06,611 --> 00:42:09,396
is now available in
nearly 40 flavors.
836
00:42:11,311 --> 00:42:14,923
I think that these spirits
become real lynchpins
837
00:42:15,054 --> 00:42:17,317
to the celebratory
moments in our lives,
838
00:42:17,447 --> 00:42:20,799
the moments of relaxation,
the moments of indulgence,
839
00:42:20,929 --> 00:42:23,715
and it all comes back
to these risk-takers.
840
00:42:23,845 --> 00:42:27,849
And me and my bar at
home salute all of you.
841
00:42:27,980 --> 00:42:29,851
My liver would like to have
a word with you, however.
66086
Can't find what you're looking for?
Get subtitles in any language from opensubtitles.com, and translate them here.