First Drinks has started up an experiential campaign for Russian Standard’s namesake vodka brand in the UK.

The drinks marketer and distributor, which is owned by William Grant & Sons, said yesterday (6 April) that it will invest GBP6m (US$8.8m) in the first major marketing initiative for Russian Standard in the UK this year. The push will focus on music and film, starting with two free concerts featuring the Noisettes and Chew Lips.

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Tickets for the concerts, set to take place in London and Edinburgh this month, are available via a prize draw at www.rsvoriginals.co.uk. A Russian Standard privilege card will be given to all consumers who purchase Russian Standard at the events, which will give them priority access to other Russian Standard ‘assets ‘throughout the year.
 
Further activity this year will include a free ticketed, nationwide film festival across five major cities in the UK at independent cinema houses and a second wave of gigs in London and Edinburgh later in the year.

Last month, Russian Standard, which is owned by Russian entrepreneur Roustam Tariko, settled its long-running legal row with Pernod Ricard over the Stolichnaya vodka brand. Russian Standard had alleged that Stolichnaya was not as Russian as Pernod had claimed, a charge that Pernod dismissed.

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