BLOOMBERG / Commentary...by Tatyana Tolstaya
BL: "Legend has it that more than 1,000 years ago, when Vladimir the Great was deciding which religion to accept, he rejected Islam specifically because it proscribed alcohol. “The joy of Rus’ is to drink:” That phrase, attributed to Vladimir, determined the nation’s destiny for the next thousand years. Back then, people drank relatively weak beverages such as mead, beer or kvas. Vodka wasn’t invented until the days of Ivan the Terrible in the 16th century."
AND: "Perhaps, though, the explanation of Russia’s relationship to alcohol can be found in a national character prone to extremes, rather than in czars or religion. Any form of moderation, from politeness to prudence, is seen as weakness. The Russian macho won’t stop until he’s had his fill and dropped dead."
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