SPI Group has launched vodka brand Kremlyovskaya into selected markets worldwide.

The company, which owns the rights to Stolichnaya vodka outside Russia, has unveiled Kremlyovskaya - also known as Kremly - in the UK, China, Hong Kong and Greece.

"Kremly is set to appeal to a growing group of consumers looking for an authentic drinking experience steeped in tradition, but with a distinctly contemporary twist," the company said, adding that the brand would be supported by a "multi-million global marketing push".

Oleg Gusev, SPI's vice president of sales & marketing, said today (5 April): "This is a very important launch for SPI.  Kremly is an authentic premium vodka with a unique proposition and tremendous provenance.  In a market cluttered with competitive products, Kremly will be the choice for discerning vodka drinkers."