Russian Standard vodkas launched by First Drinks

14 June, 2007

First Drinks Brands is launching Russian Standard vodka in the UK.

The three-strong range includes Russian Standard Original, Russian Standard Platinum and Imperia.

The launch will be backed by a £1 million national TV ad campaign targeting men and women aged 18 to 34 years old who "appreciate quality over quantity", a spokesman said. Consumer promotions, brand-building events and PR activity will run from June across the UK.

Chris Mason, managing director of First Drinks Brands, said: "The time is right to introduce a new quality vodka into the UK and we have ambitious growth plans over the next five years.

"Within the vodka category, the premium sector is demonstrating the fastest growth and Russian Standard has the credentials to drive this further and deliver incremental sales for the trade."

Russian Standard is currently available in 40 markets worldwide and it has a 60 per cent share of the premium category in Russia. It is made from wheat grown in the Russian Steppes and distilled four times at a St Petersburg distillery.

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