A high profile position for your brand in a Hollywood blockbuster is the dream of most brand managers, particuarly when it comes to slick spy movies and vodka. However, one Russian producer has taken exception to the unsanctioned placement of its vodka in the spy flick XXX and is planning to sue Columbia Pictures, the Moscow Times has reported.

The maker of Red Army vodka said Friday it is preparing a suit against Columbia Picture, saying the film maker has damaged the brand's image. Red Army, which is co-owned by The Regata holding and produced in Rostov-on-Don, appears in XXX as the favourite drink of a Russian criminal.

"We have spent three years building up the brand's image," Regata spokeswoman Tatyana Zakablukova said. "Such use of our brand simply discredits it."

The suit will demand compensation in the six-or seven-figure range, she said, but Regata will first attempt to settle out of court with Columbia.

San Diego-based High Point Group, which co-owns the trademark in the United States, is also suing Columbia.

The brands owners are arguing that it was inappropriate to have used the brand without first notifying them.

Lawyers though seem doubtlful Regata has a case, believing it will be difficult to prove that damage has been done