License plate vodka

Prodvizheniye company from St.Petersburg promotes a vodka brand RUS that should be national and local at the same time. It’s label looks like a car license plate with regional codes. If you live in Chita you buy 75 vodka but if you’re from Saratov then you choose 64. Your local chauvinism should prevent you from buying ‘alien’ vodkas. I’m sure St.Petersburgers (78 code) would angrily refuse even to touch 97 vodka (Moscow). But wait! Moscow has at least three codes: 97, 99, 117. Muscovites are already too rich and now they get at least four different vodkas while the rest of the country must be satisfied with only one.