Russian Standard Vodka targets core US consumers with Miss Russia pageant marketing programme

29 September 2008 | By Popsop Team

Russian Standard Vodka today announced a multi-channel branded entertainment programme with Maxim Media, the largest men’s lifestyle media brand in the US.

The multi-million dollar programme, launched on 25 September, will introduce the Miss Russia pageant to US consumers and provide an insider’s look at Russia’s most popular cities, cultural heritage and nightlife.

The campaign coincides with an acceleration of Russian Standard Vodka’s expansion into the US market.

Russian Standard Vodka and Maxim Media will introduce the beauty of the Miss Russia pageant to US consumers.

Content generated during the five-month programme will target core premium vodka consumers, who are men aged 21 to 39, according to the brand. Through its US retail and wholesale distribution channels, Russian Standard will hold in-store marketing, on- and off-premise promotions and local events hosted by Russian beauty queens.

Russian Standard Founder Roustam Tariko said: “Russian Standard was founded on the mission of bringing the best of Russia to the world and we are proud to share with America the beauty of modern Russia through this innovative entertainment programme. This highlights the vitality of our brand, our people and our country – no other vodka brand in the world could bring such an authentic Russian experience to US consumers.”

Let us remeber, that Russian Standard has expanded its premium vodka portfolio with the launch of a new vodka containing the added ingredient ginseng this month. Russian Standard Gold, priced at RUR500 (US$19.9) for a 70cl bottle, debuted at retailers in major Russian cities.