Russian Vodka Goes Girly

Recently, a new billboard has appeared here, displaying a lavender-tinged bottle with a distinctive feminine shape, adorned in a white skirt billowing upward, à la Marilyn Monroe, to reveal the label, Damskaya.

"Between us girls," is the catchphrase for this vodka intended for women, a marketing campaign as jarring as, say, a Super Bowl commercial for women's Budweiser.

As the economy continues its skyward race, marketers are taking note of Russian women and the discretionary income they represent. Scores of seemingly unisex products, from cigarettes to juice, breakfast cereals and even mobile phone plans have adopted a feminine flare. A fleet of pink taxis with female drivers spares the women here the callous flirtation of male cabbies.

And now there is vodka for women.

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