Two of Russia's most famous exports have been combined in the launch of the new brand, Kalashnikov Vodka. International media jumped on the story and German channel ARD came to the Large studio for our views on why somebody would launch a vodka with such an infamous name.

Lars Jorgensen explained that initially, launching a consumer product is all about publicity and controversially naming a product after a weapon that has killed more people than the Atomic Bomb certainly achieved this first aim. However, can the brand survive in the long-term?

Lars says, "..the name Kalashnikov is memorable and distinctively Russian, the gamble is that these positive attributes will outweigh any negative brand associations.... Ultimately, the proof of the Vodka is in the tasting, hopefully, one shot of Kalashnikov Vodka will not prove lethal."