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Russian Standard ‘Folklore’ edition launched

Copenhagen Airport is currently staging the first high profile promotion of a new travel retail exclusive – Russian Standard Vodka Original ‘Folklore’ edition.

Timed to coincide with New Year celebrations, the month-long promotion of the limited edition by Russian Standard Vodka, distributed by Rémy Cointreau GTR and duty free retailer Gebr. Heinemann, will include a beautifully furnished tasting bar, themed display cabinets and a special gift with purchase offer.

This first special edition sleeve for Russian Standard Original one litre celebrates the art of craftsmanship in Russia, depicting the magical ‘Zhar Ptitsa’ firebird, which is famous in Russian folklore and tradition.

The rich heritage of the brand’s Russian provenance makes the Folklore edition a charming and evocative gift. Russian Standard is made exclusively in St. Petersburg, where the famed Russian scientist Dmitri Mendeleev, founder of the Periodic Table, established the principals of vodka-making in the 19th century.

Walter Kooijman, general manager of global travel retail at Russian Standard Vodka, comments: “In Russian folklore, the firebird is depicted as a large and beautiful bird with a crest and majestic plumage like a peacock which has magical powers. The artist who designed Russian Standard Vodka Folklore has interpreted this in stunning monochrome which creates an impactful design on the shelf and adds perceived value to the gift without increasing the price of the product.”

Chris Barber, head of branding, design and art direction at Russian Standard tells The Drinks Report: "Russia has an extraordinary history of beautiful arts, crafts and design, and we wanted to take the opportunity to celebrate our rich heritage. This first Special Edition has been inspired by the incredible artistry of the famous magical glowing bird illustration 'Zhar Ptitsa' famed in Russian folklore.   Every single detail of the illustration was meticulously crafted to work in harmony with the brand’s iconic bell shape bottle. The final execution uses exquisite metallic print technology, which we believe brings the illustration alive. The result is something very classic - reinvented it in a totally innovative and luxury manner. We are very proud of the result!"

Besides tempting travellers with this evocative Russian Standard Original Folklore edition, the sales assistants will advise customers that if they purchase two bottles of premium Russian Standard Gold or Platinum, they will receive a free cocktail shaker.

Rüdiger Stelkens, purchase director for liquor, tobacco and confectionery at Gebr. Heinemann, adds: “We are delighted to engage with brand promotions which add excitement to the retail area. This Russian Standard Folklore promotion ticks the boxes for excitement, premium quality and added value through a promotional offer with an extra mystical quality in the design. We anticipate that the firebird will have a magical impact on sales too.”

About Russian Standard Vodka

Russian Standard Vodka is number 4 premium vodka brand in Global Travel Retail (IWSR). The Russian Standard Vodka portfolio dominates the premium segment in Russia with a 40 percent market share and global sales of over 2.9 million cases in 2012. Roustam Tariko, the founder of Russian Standard, introduced the flagship product, Russian Standard Original, in 1998. Two years after launch, sales of Russian Standard surpassed all imported premium vodkas on the Russian market, leading to broad international expansion and the launch of Russian Standard Platinum in 2001, IMPERIA Vodka, the company's luxury brand, in 2004, and Russian Standard Gold in 2008. The vodkas are made in St. Petersburg.

20 January 2014 - Felicity Murray The Drinks Report, editor