Maksim Chmerkovskiy Taps Ukrainian Roots with New Vodka Launch in NYC
Brace yourselves: Ukraine’s famed ballroom bruiser Maksim Chmerkovskiy has swapped dance sequins for a liquor label, dropping his new vodka line—Kovska—in Manhattan this April. Because nothing says “authentic Eastern European spirit” like a DWTS pro elbowing his way into the crowded booze market. At a buzzy SoHo rooftop launch on April 18, Chmerkovskiy poured shots, posed for photo ops and declared Kovska “a tribute to my motherland’s centuries-old distilling tradition” (NY Post). From his cherry-red shirt to the custom vodka flutes emblazoned with his jagged logo, the man clearly believes your next Instagram story needs a sweaty spin out of one of his bottles.
Industry insiders aren’t exactly trembling at the prospect. “The flavored vodka sector grew 12% last year,” one drinks analyst told Page Six, yet skeptics wonder if a celeb-seller-turned-dancer-turned-distiller can stand out. Chmerkovskiy, who placed second on DWTS in 2007 and has been teaching Broadway hopefuls for years, claims he personally oversaw the distillation process in Ukraine’s Zakarpattya region—“no shortcuts, no filler” (People). He’s banking on that farm-to-bar authenticity to counter the usual celeb-endorsed spirits fluff. Still, seasoned bartenders in the Lower East Side reportedly rolled their eyes at the price tag: $45 per 750ml bottle, or about the same as heritage vodkas with genuine lineage.
The launch party featured live folk music—because why not lean fully into the “exotic Slavic vibe”—plus free samples of the limited-edition “Perestroika Pink” flavor, an apple-cranberry mash-up that Chmerkovskiy called “a rebellious nod to 1990s Kyiv street markets.” Guests raved that it was “crisply clean” with “just enough fruit punch to fool you” (NY Post). But let’s be real: half of NYC’s nightlife crowd will probably buy it as a gimmick shot before moving on to well-known names.
What’s next for the ballroom bad boy turned booze baron? He’s flirting with flavored extensions—think honey-lavender or blackcurrant—and whispers of pop-up vodka tastings in the Hamptons this summer. If Kovska can carve out even a sliver of share in the oversaturated vodka aisle, Chmerkovskiy might just add “spirits mogul” to his résumé. Or it could flop harder than a poorly executed paso doble. Stay tuned.
So there you have it—dance moves can’t save every venture. Tomorrow’s headlines will tell if Kovska rises or fizzes. Nothing shocking here, folks. Let’s all act surprised.
Sources: Celebrity Storm and New York Post, People Magazine, Page Six
Attribution: Jordan Strauss (Creative Commons)
