Generic domain names still prove their worth with the announcement that Russia?s biggest vodka maker, Russian Standard Co, has purchased the domain name for $3 million. The billionaire Russian entrepreneur, Roustam Tariko, whose company is the creator of the Imperia brand of vodka, bought the domain in a bid to expand into the U.S. market. Russian Standard controls 2/3rds of the vodka sales in Russia.

The $3 million went to an undisclosed seller in a deal completed Dec. 4, said the web domain broker Thursday.

The highest price paid for a domain remains a reported $12 million for, followed by $7.5 million for in 1999 and $7.5 million for in May, 2006.