Russian Standard Vodka, distributed in the UK by First Drinks, has launched a GBP1.2m (US$1.9m) marketing campaign in the country for 2009.

The campaign, named "Meet the Russian Standard", will start in July with advertising, sponsorship and sampling activities, First Drinks said today (23 June). Ads will cover TV, radio, press and online.
 
The campaign will focus around a promotion giving away 90 'VIP trips' Moscow.  A new website, www.meettherussianstandard.co.uk, will also launch.

Joanne Birkitt, senior brand manager for Russian Standard at First Drinks, said: "Last year was a hugely successful year for Russian Standard and we are fully committed to further invest in the UK market again this year as we aim to build on this success."
 
On-trade support will include distribution of 600 POS kits across the UK, as well as in-bar sampling activities in 200 venues.

Off-trade activity will include a neck collar promotion on 250,000 bottles in the multiples, convenience and specialist channels. In-store sampling will also take place, targeting 30,000 target consumers.

Earlier this month, Russian Standard filed a lawsuit against its ex-CEO, Carlo Radicati, following an internal audit of his time at the company.