Russian Standard goes to Borco

Russian Standard vodka, Russia’s number one global vodka, has a new distribution partnership with Borco-Marken-Import (Borco) to manage the brand’s distribution and marketing in Germany and Austria.

Borco, an owner-run family company established in 1948 and one of the leading German and European producers and distributors of international spirits brands, will start distribution of Russian Standard vodka on September 1.

Borco already distributes the Russian vodka brands, Parliament and Green Mark which were recently acquired by Russian Standard on June 5.

Borco CEO, Jutta Matthiesen, said: “Russian Standard is one of the true big brands of the 21st century. I am very proud to welcome this precious jewel into the Borco portfolio. My team and I look forward to this exciting challenge and wish to thank Russian Standard's founder and chairman Roustam Tariko for his trust and confidence.“

Russian Standard says its flagship vodka is currently reporting double-digit growth in the German off-trade channel growing at +10% (YTD AC Nielsen) and a robust performance in the cash & carry channel.

The company says there will be sustained investment behind the brand this year with a multi-million euro brand building campaign, including advertising in December and a continued commitment to an ongoing below-the-line program designed to drive trial and repeat purchase through both the on- and off-trade.

Russian Standard vodka was distributed previously by Campari in Germany and Austria. It states that Campari over the last seven years, established Russian Standard Vodka as one of the leading brands in the premium vodka category in Germany, both in terms of sales and consumer awareness.