Russian Standard Vodka has signed a partnership deal with French distribution company Lixir.

Lixir will manage French distribution of Russian Standard's entire portfolio, including Russian Standard Original, Platinum, Gold and Imperia, the firms said today (5 December) 

Lixir, a joint venture between William Grant & Sons and Remy Cointreau, replaces Code CHR as distributor.

William Grant has already won plaudits from the Russian group for its successful roll out of the vodka in the UK.

The French spirit market is currently dominated by sub-premium brands, providing a "significant opportunity for the continued growth of Russian Standard", the company said.

"We are excited to partner with Lixir to strengthen our presence in this key European market," said Chris Lucas, CEO of Russian Standard Vodka, Western Europe.

"This partnership represents an important step in becoming the number one premium vodka in France and we are confident that with Lixir's help we will grow our sales and market share quickly."

To support the new partnership, Lixir will implement advertising and marketing campaigns in exclusive on-trade and off-trade accounts.