Russian Standard Vodka partners with Maxim Media

Written by Claire Weekes

Monday, 29 September 2008

Russian Standard Vodka has announced a multi-million dollar programme with Maxim Media, the largest men's lifestyle media brand in the US.

The programme, launched last week, will introduce the Miss Russia pageant to US consumers and offer an introduction to Russian culture.

The deal coincides with Russian Standard Vodka's recent announcement that it plans to expand facilities at its St Petersburg distillery in a bid to expand the brand's global reach.

The deal with Maxim will position the premium vodka brand in front of a core target audience of men aged 21- 39. Content including behind-the-scenes-footage of the pageant will be leveraged across all Maxim properties. Russian Standard Vodka will also promote the deal throughout its U.S. retail and wholesale distribution channels with in-store point of sale marketing, on and off-premise promotions and local events hosted by previous Miss Russia Pageant finalists in major markets across the US.

The program will also introduce U.S. consumers to Russian culture through travel blogs and features appearing on Maxim.com. The program will culminate with exclusive coverage of the 2008 Miss Russia pageant on December 21, taking place in St. Petersburg, Russia.

Andrew Beaver, chief marketing officer of Russian Standard Vodka, USA, said: "This integrated program is a terrific combination of strategic brand development, engaging entertainment content and targeted tactical sales promotions.

"The Miss Russia Pageant is a perfect match for the Russian Standard Vodka brand, reflecting both Russia's heritage and beauty. This truly unique entertainment program provides strong appeal and brand awareness across our distribution, retail and consumer audience and will be delivered via every marketing channel available to us."