Mikhail Gorbachev major campaign to limit alcohol consumption, which Gorbachev—who believed it would improve health and work efficiency—oversaw. His wife keenly supported the measure. As a result, crime rates fell and life expectancy grew slightly between 1986 and 1987. The reform had significant costs to the Soviet economy, resulting in losses of up to $100 billion between 1985 and 1990. Gorbachev later considered the campaign to have been an error. In April 1986 the Chernobyl disaster occurred; in the immediate aftermath, officials fed Gorbachev incorrect information to downplay the incident. As the scale of the disaster became apparent, 336,000 people were evacuated
Yuri Gorbachev is not the first time Yuri Gorbachev has worked with Stolichnaya. In 1994, “Stolichnaya” commissioned Gorbachev to design their annual Christmas “Holiday” advertisement, which appeared in hundreds of magazines around the world including Art & Antiques, Vanity Fair, Vogue, Time, American Photo, W, GQ, Elle among others. It was so successful that every year for the next four years he was commissioned to do a new image for the Holiday ad. Michel Roux, art collector and President of Carillon Importers, Inc. (distributor of Absolut and Stolichnaya vodka) was the person behind the creative advertising of Stolichnaya and Absolut. He used