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Article: Russian premium vodka revamp heralds downmarket move in UK.(vodka Ivan)
- Article from:
- Marketing Week
- Article date:
- June 15, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Russian super-premium vodka Ivan the Terrible - launched in the UK two years ago - is revamping itself in an attempt to muscle its way into UK retail outlets.
It is listed in top-end style bars such as London's Cinnamon Club, but owner The New Muscovy Company wants to broaden its appeal beyond the luxury and prestige markets and get the brand into high-street retailers and duty-free outlets.
Natasha Kuznetsova, a director of The New Muscovy Company says: "We are aiming to increase penetration beyond the top-end of the on-trade, and spearhead our full launch into the off-trade and select duty-free markets."
The brand has a new bottle and ...