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A fact from Zirkova appeared on Wikipedia's Main Page in the Did you know column on 10 May2026(check views). The text of the entry was as follows:
Did you know... that the vodka brand Zirkova raised funds for Ukraine after the Russian invasion, and brought its master distiller to Canada to continue production?
... that Zirkova vodka (detail of bottle pictured) raised funds for Ukraine after the Russian invasion and brought its master distiller to Canada to continue production?
Oppose I find it dishonest to capitalize on the suffering of Ukrainians by using the war for self-promotion. Therefore I strongly oppose advertising this alcoholic beverage on the front page of Wikipedia. --Altenmann>talk16:53, 3 April 2026 (UTC)Reply
Yes, the war was on the front pages, because it is a major event, but a business of borderline notability that made itself a PR hype because of the war should not. --Altenmann>talk18:37, 3 April 2026 (UTC)Reply
If you are at the point where you are claiming that your view, and only your view, is common sense, I strongly suspect you need to take a break and then re-review Wikipedia policies when you come back. Alternate non-invasion hooks were suggested out of good faith. However, your decision to ascribe invasion hooks as a violation of common sense makes AGF increasingly difficult.—Chris Woodrich (talk) 18:44, 3 April 2026 (UTC)Reply
And to be honest, to call charitable donations nothing more than marketing reeks of bad faith. Hundreds of companies made donations to Ukraine in the immediate aftermath of the invasion, both big and small. In Canada, Russian produced vodkas were pulled from the shelves. There was a clear and visceral response that went beyond mere marketing.—Chris Woodrich (talk) 18:50, 3 April 2026 (UTC)Reply
since we have alt hooks, I see no need to continue this discussion on whether or not the Ukraine war is "capatilizing" I dont agree with it, but if we have alts we're all happy with, we should go with one of those Finnfrog99 (talk) 19:18, 3 April 2026 (UTC)Reply
If there are concerns about "capitaliz[ing] on the suffering of Ukrainians", several alts are possible:
ALT3 ... that Zirkova vodka (bottle pictured) is a Canadian brand distilled in Ukraine?
ALT4 ... that Zirkova vodka (bottle pictured), established in Canada and distilled in Ukraine, sponsored a Mr. Gay Syria campaign?
I have hidden the "best selling Ukrainian vodka" claim, as that is an extraordinary claim that should have a better source. The Global Heroes source and remaining CEO Magazine source are essentially only used for the name of their master distiller for Unity, which is both confirmed on the brand's website and meets the WP:ABOUTSELF guidelines.—Chris Woodrich (talk) 13:05, 26 April 2026 (UTC)Reply
@Chris Woodrich Thanks! For non-controversial facts suitable for WP:ABOUTSELF, I believe it'd be more helpful to cite the brand's website, or a press release that is clearly labeled as a press release, instead of citing websites like these that seem to present paid/promo content without marking it as sponsored.