Russians really needed a product that would be not as strong as vodka and not as feminine as cheap sparkling wine, so Martini was a good solution.

Considering that Americans are now moving away from whiskey, moving away from brown spirits in general, I believe that they will all join Russians who drink vodka straight. They will sip it like cognac.

I believe there is not any big difference between any consumer business, whether it's a bank or insurance or vodka or chocolate, whatever it is.

I am president of Russian Standard Company, biggest luxury vodka in Russia. My bank, Russian Standard Bank, issues biggest number of credit cards in Russia. I want for Russian people to have their own best vodka, their own best bank, their own best credit card.

When you have premium brands, you have to have the right balance of communicating all of your values.

Wherever I am, I start my day, it's the same. I'm not an early bird. I'm not waking up at five o'clock, six o'clock; it's usually seven-thirty, eight o'clock, and I will then read the newspapers, emails from around the world and make phone calls.