While no one can deny that consumption is a form of social distinction, it sounds even more absurd to think that people will pay more for an equal product.

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Concentrating on volume, while maintaining quality, the vodka is looking to subvert a long-standing equation of consumption as a marker of social status, as was eloquently explained by Pierre Bourdieau in Distinction: A Social Critique of the Judgment Of Taste.

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For although it draws a distinction between social exclusion and both poverty and unemployment, they are obviously closely correlated phenomena.

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