The new look is designed to broaden the brand's appeal to 18 to 34-year-olds. The inspiration for the label has been taken from the original Vladivar branding and sees the return of the Romanov eagle crest and the bright blue colour.
The redesign communicates to consumers that "Vladivar is a stylish product, while retaining the brand's heritage and provenance", according to marketing director Nick Gaskin.
He added: "The new design is just the tip of the iceberg in relation to the exciting plans
- including a heavyweight above-the-line campaign, new media and eye-catching POS over the summer
- to push Vladivar to
the forefront of consumers' minds."