Russian Standard targets festival season

Russian Standard Vodka is launching a “sea change” in its marketing strategy with a major presence at several UK music festivals this summer.

The Russian Standard House of Davai (meaning  “let’s go”) will appear at Lovebox in London this July and Wilderness in Oxfordshire in August. The venue will feature its own music, entertainment and cocktail line-up, based on modern day Russia.

At Lovebox, the brand has put together music from DJ Yoda featuring The Trans-Siberian Marching Band, Rebel Bingo and Horse Meat Disco. Revellers can also enjoy “Russian Mule” cocktails, while the “Miss Russia Commandos” – former participants in the Miss Russia beauty contest – will escort guests to the Official Lovebox Russian Standard Vodka After Party.

For Wilderness, the Russian Standard House of Davai will host a “unique interpretation” of Shakespeare’s The Tempest, as well as a display combining ballerinas with modern breakdance.

This initiative forms the first part of a 12 month, multimillion pound programme of activities targeted at a “millennial audience” and crossing areas including music, arts, science, film, theatre and fashion.

Created in 1998, Russian Standard Vodka claims a 40% share of the premium vodka segment in Russia with sales of 2.9 million cases in 2012. It also exports to more than 75 markets across Europe, the US and Asia.