SPI Group has revamped the packaging of its Stolichnaya vodka brand, in an attempt to move away from the brands "Authenticity" message.

The Russian company, whose distribution outside Russia had been handled by Pernod Ricard up to 2008, said yesterday (25 August) that it will back the revamp with a global advertising campaign, focusing more on what it describes as "New Russia".

The firm said that the packaging update will include a taller bottle with an enhanced label as well as a new closure cap and embossing.

The advertising push is intended to "re-establish and elevate the brand's appeal", and will carry copylines including 'The Wild Wild West Is In The East', 'Everybody Is Someone's Secret' and 'Who Will Be Your Accomplice Tonight'.

The campaign comprises print, billboard, phone kiosk and transit advertising in key cities around the world including New York, San Francisco, Athens, Tel Aviv, Vienna and London.

Andrey Skurikhin, minority shareholder of SPI Group, said: "We have ambitious plans to grow Stolichnaya by 100% in the next four to five years and our dynamic plans reflect that with new partners, new routes to market and significant investment from the group."

The campaign is geared more towards the US market and also comprises global on-trade sampling activity, off-trade added value packs, experimental activity and guerilla marketing, the company said.

Since Pernod's purchase of Vin & Sprit, the owner of the Absolut vodka brand, in April 2008, SPI has secured a raft of distributors for Stolichnaya around the world, most notably in the US with William Grant & Sons. SPI and William Grant have also teamed up for the brand in Australia, New Zealand and Hong Kong.