Russian Standard vodka has announced a multi-channel branded-entertainment programme with Maxim Media, a men's lifestyle media brand in America.

Launched last week (25 September), Russian Standard and Maxim introduced US consumers to the Miss Russia pageant through content including photos, videos and interviews.

The "multi-million dollar" programme culminates with coverage of the 2008 Miss Russia competition on 21 December, taking place in St Petersburg, Russia.

Russian Standard sees the US a key market for its premium vodka range, and particularly its Imperia brand, which is intended to compete with Grey Goose.

"This integrated programme is a terrific combination of strategic brand development, engaging entertainment content and targeted tactical sales promotions," said Andrew Beaver, chief marketing officer of Russian Standard in the US.

Russian Standard will publicise the campaign throughout its US retail and wholesale distribution channels, with in-store POS marketing, on- and off-premise promotions and local events hosted by previous Miss Russia finalists in markets across the US.