No downmarket move for Ivan the Terrible

Your article “Russian premium vodka revamp heralds downmarket move in UK” (MW June 15) represented the rebranding of Ivan the Terrible vodka in an incorrect way.

Ivan the Terrible is a super premium Russian vodka. With the new packaging there is no intention in taking the brand downmarket. Quite the contrary, the new bottle is designed to further enhance the brand’s image as the genuine luxury vodka from Russia.

The rebranding is a crucial part of our strategy to extend the presence of Ivan the Terrible in the high-end sector of on-trade, and support our full launch into the off-trade and select duty-free markets.

Natasha Kuznetsova

The New Muscovy Company include your home/business address


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