Russian Standard Takes To Uk Stage

In time for the run-up to Christmas, the William Grant-owned company First Drinks Brands has unveiled a massive 3 month support packaging coming in at over £5M for its glass-packaged premium vodka Russian Standard. The blockbuster push under the banner "Its time to set the standard" is a comprehensive campaign taking in TV and print advertising as well as in store tasting and below the line promotions. The target audience is 18-34 year olds and the aim is to "communicate authenticity and quality credentials" of the vodka. The brand was launched in 1998 an is now available in 30 markets, including India, and is on course to reach the 2M case mark this year.