Russian premium vodka revamp heralds downmarket move in UK

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 graphics created by design agency Webb Scarlett deVlam, and The New Muscovy Company is backing the new look with trade promotions in the on-trade and trade advertising. It is also sponsoring a range of events, including the Red Cross Ball, the BAFTA Film Awards and the Tsar Ivan the Terrible Twilight Polo Challenge at The Guards Polo Club.

Ivan the Terrible vodka was launched into the Russian and UK markets two years ago with a recommended retail price of &£25.99. It is named after Russia’s first Tsar, nicknamed “Ivan the Terrible”, who in the 16th Century was apparently responsible for opening the first vodka bars in Russia – vodka production was a royal monopoly at the time.

Celebrity fans of the brand are said to include Sir Elton John, Naomi Campbell, Kidd Rock, Leonardo di Caprio, Jade Jagger and various Russian oligarchs.