{"id":110091,"date":"2017-04-19T18:29:14","date_gmt":"2017-04-19T22:29:14","guid":{"rendered":"https:\/\/www.theparisreview.org\/blog\/?p=110091"},"modified":"2017-04-20T14:01:16","modified_gmt":"2017-04-20T18:01:16","slug":"booze-in-the-ussr","status":"publish","type":"post","link":"https:\/\/www.theparisreview.org\/blog\/2017\/04\/19\/booze-in-the-ussr\/","title":{"rendered":"Booze in the USSR"},"content":{"rendered":"
<\/a>

P. Letunov, text reads: \u201cEither, or,\u201d with the bottle labeled \u201cvodka,\u201d 1983.<\/p><\/div>\n

 <\/p>\n

In the American imagination, the Russians are a vodka-loving people, every last one of them. They gargle with it. They water their plants with it. Their cars run on it. Is any of this true? Who cares? It feeds a treasured stereotype\u2014the plump, stoical Russian, in some kind of furry ushanka<\/em>, swilling that sweet, sweet fermented potato distillate until the first glimmer of dawn sweeps across the desolate, frozen Soviet horizon.<\/p>\n

But get this: not all Russians drink<\/em>. It\u2019s true! Even Tolstoy himself, one of the few Russians that Americans pretend to know and care about, eschewed the bottle. After his wild, drunken youth, he founded a temperance society, the Union Against Drunkenness, and he hoped to affix a label to all vodka bottles marking them as poison\u2014with a skull and crossbones, the whole works. In an 1890 essay called \u201cWhy Do Men Stupefy Themselves?\u201d he comes off as a total killjoy:\u00a0<\/p>\n

Everyone knows and admits that the use of stupefying substances is a consequence of the pangs of conscience, and that in certain immoral ways of life stupefying substances are employed to stifle conscience \u2026 A drunken man is capable of deeds of which when sober he would not think for a moment. Everyone agrees to this, but strange to say when the use of stupefiers does not result in such deeds as thefts, murders, violations, and so forth when stupefiers are taken not after some terrible crimes, but by men following professions which we do not consider criminal, and when the substances are consumed not in large quantities at once but continually in moderate doses then (for some reason) it is assumed that stupefying substances have no tendency to stifle conscience. But one need only think of the matter seriously and impartially not trying to excuse oneself to understand, first, that if the use of stupefiers in large occasional doses stifles man\u2019s conscience, their regular use must have a like effect (always first intensifying and then dulling the activity of the brain) whether they are taken in large or small doses.<\/p><\/blockquote>\n

A new book of posters, called simply Alcohol<\/a><\/em>, finds the Soviet state in total agreement with Tolstoy. When Mikhail Gorbachev assumed the role of general secretary in 1985, he instituted measures \u201cto Overcome Drinking, Alcoholism and to Eradicate Bootlegged Alcohol.\u201d As Alexei Plutser-Sarno\u00a0explains in an introductory essay, the plan was a complete failure, though its execution was thorough, to say the least:<\/p>\n

The campaign began by forcing the production lines of most of the distilleries and breweries to manufacture non-alcoholic drinks. This was swiftly followed by the closure of retail outlets selling alcohol. Around 80% of outlets across the Soviet Union were shut down; of the 1,500 \u2018wine shops\u2019 in Moscow alone, only 150 were allowed to continue trading. In addition, the amount of wine an individual could buy at any one time was limited to two bottles. Weddings or funerals were the only exception, when up to ten bottles could be obtained\u2014but only after the necessary paperwork had been presented to the salesperson. Non-alcoholic banquets and weddings were introduced, giving rise to the sarcastic slogan: \u2018March forward from a non-alcoholic wedding to an immaculate conception!\u2019<\/p><\/blockquote>\n

Booze sales slumped, drunks were tossed into shoddy rehab centers, bootlegging took off, and the desperate turned to dubious alcohol substitutes, like cologne and varnish. Most of all, people were determined to get soused: as Pluster-Sarno writes, \u201cThe results of Gorbachev\u2019s anti-alcohol campaign were the disintegration of the country\u2019s economy and the mass drinking that followed. According to official statistics alone, consumption of spirits in Russia grew by 233% between 1988 and 1998. If the consumption of bootlegged and surrogate alcohol is taken into account, the figure is much higher.\u201d<\/p>\n

At least the Soviet anti-alcohol program leaves us with some lavishly illustrated, often very funny propaganda. Below are a few of the posters enlisted in the doomed effort to scale back the USSR\u2019s consumption. Look them over with a chilled glass of Stolichnaya Elit and some fine caviar.<\/p>\n

<\/a>

A. E. Bazilevich,\u00a0image of a snake with various labels from alcoholic drinks,\u00a0text reads: \u201cNot among trees or grasses \/ The serpent has warmed up among us. \/ Don\u2019t suck on him, mammals, \/ Or you\u2019ll turn into a reptile yourself.\u201d Ukrainian SSR, 1972.<\/p><\/div>\n

 <\/p>\n

<\/a>

Unknown artist, text reads: \u201cLittle by little, and you end up with a hooligan. Tolerance of drinking is dangerous. There is but a step from drinking to crime,\u201d 1986.<\/p><\/div>\n

 <\/p>\n

<\/a>

S. Smirnov, text reads: \u201cUNDERPASS\u2014to the \u2018next world\u2019,\u201d 1988.<\/p><\/div>\n

 <\/p>\n

<\/a>

V.O. Pushenko, text reads: \u201cThis is a shameful union\u2014a slacker + vodka!\u201d, Ukrainian SSR, 1980.<\/p><\/div>\n

 <\/p>\n

<\/a>

P. Sabinin, text reads: \u201cRowdy partying ends with a bitter hangover,\u201d tattoo reads: \u201cI love order,\u201d 1988.<\/p><\/div>\n

 <\/p>\n

<\/a>

E. Bor, text reads: \u201cWe will overcome!,\u201d with \u201cAlcoholism\u201d on the snake, 1985.<\/p><\/div>\n

 <\/p>\n

<\/a>

V. Zharinov, text reads: \u201cDrunkenness won\u2019t be tolerated!,\u201d with the bottle labeled \u201cvodka,\u201d 1977.<\/p><\/div>\n

 <\/p>\n

<\/a>

P. D. Yegorov, text reads: \u201cHis inner world,\u201d Ukrainian SSR, 1987.<\/p><\/div>\n

 <\/p>\n

<\/a>

I. M. Maistrovsky, text reads: \u201cDon\u2019t drink your life away,\u201d 1977.<\/p><\/div>\n

 <\/p>\n

All images courtesy of Fuel Design.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

For decades, the state used vivid art to try to tamp down the Soviet appetite for vodka. 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