Pernod Ricard UK is beginning work on a strategic repositioning of the Stolichnaya brand. The UK subsidiary said today (23 January) that it hopes to make Stolichnaya the leading premium vodka in the UK, following Pernod's integration of Allied Domecq last year.

As part of Pernod's Allied purchase, the French company inherited distribution rights for Stolichnaya.

Over the next 6 months, Pernod Ricard UK will be investing GBP500,000 (US$892,000) on consumer PR, experiential marketing and below-the-line activity.

The focus in the UK will be on Stolichnaya Red and Stolichnaya Elite, which will be aimed at premium bars across the country.

Roger Harrison, head of marketing for Pernod Ricard UK, said: "Stolichnaya is now challenging Absolut's leadership of premium vodka and is seen as the authentic Russian Vodka".