The marketing push, under the banner Vodka as it Should Be, also includes online activity and targeted editorial.
For the second year, the brand will also be running its rewards programme, Russian Standard Vodka Originals. The programme brings consumers access to film and music including a free festival of favourite movie classics and series of free gigs.
Joanne Birkitt, senior brand manager Russian Standard, said: “The new Vodka as it Should Be campaign is the culmination of a real 360-degree effort, based on combining UK consumer insights with unique Russian Standard brand values. It will be executed in an effective multi-channel approach and represents the beginning of a new era for the brand in the UK.”