Russians Look to Set New Vodka Standard
The UK market might have been inundated with a flood of vodkas from Russia and Eastern Europe in recent years but it seems the Russian Standard brand, launched earlier this year by First Drinks Brands, has the financial muscle to make a real impact.
Bankrolled by multi-millionaire, Roustam Tariko, the vodka brand is now being supported by a Ј5 million autumn marketing programme that includes advertising on the ITV network and satellite stations as well as magazine advertising in men’s and women’s titles.
Russian Standard, which is available in Original (RRP Ј11.99), Platinum (Ј14.49) and Imperia (Ј29.99) variants, is also due for further investment in 2008. The Original version, which has around a 10% price premium over market leader Smirnoff Red, already has listings with the major multiples, specialist off-licences and the cash and carry sector.
Chris Mason, managing director at First Drinks Brands, said vodka was still growing in a relatively flat spirits market.
“We are working in a very tough market segment but we believe we have a real contender to drive the category forward,” he said.