Standard expansion

27 August, 2008
Page 33 
Created from a recipe based on one Dmitri Mendeleev's formulation for the Czars, Russian Standard is now a fast-growing modern-day brand with its eye on further penetration in foreign markets. Sales grew 40 per cent in the year 2006-07, boosting the brand from 1.4 million to 1.9 million 9-litre cases globally.

With its platform of three labels - Russian Standard Original, Russian Standard Platinum and super-premium Imperia vodka - plus the backing of owner Russian Standard Corporation, the company aims to take itself beyond the 50 markets it is so far represented in.

Western Europe is a priority for what the company describes as "significant expansion" in 2008, with a launch in Ireland in May and further launches planned for Austria and Spain in the autumn. Further focus will fall on Latin America later this year, with the launch of Russian Standard in Mexico and Chile, while the company has also recently opened a dedicated office in China.