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Case Study

Russian Standard Vodka:
Strategies for Global Branding and
Expansion into the US Market

INTRODUCTION
1. Russian Standard Vodka is a major Russian premium vodka brand. Established in 1992, Roust Inc. is Russia’s largest importer and distributor of spirits and Champagnes. In 1998, Roust launched Russian Standard vodka, which quickly became the highest selling premium vodka in Russia, ahead of established international and local brands such as Stolichnaya, Smirnoff, Finlandia and Absolute.
2. Russian Standard’s success can be attributed to the high quality of the vodka itself, its Innovative and distinctive bottle, to its strong presence in bars, clubs and supermarkets, and to a brand identity that is proud to leverage its Russian heritage while promising world-class standards of quality (hence the name ‘Russian Standard’). Interestingly, and quite unusually, the Russian Standard brand was also used to launch a Commercial Bank focusing on consumer lending which also became a huge success in little time thanks to its financial solidity and aggressive marketing.
3. Encouraged by its rapid success at home, the company is considering whether it should Launch Russian Standard in the biggest premium vodka market in the world - the US – and whether it should adapt its marketing mix or stick with the strategy that has been so successful
4. In Russia, to help make these two decisions, the case provides detailed information on consumer habits and competition in Russia and America.
HISTORY
The brand was introduced as the "Russian Standard" vodka in 1998 by the Russian Standard company of Roustam Tariko. The Russian Standard established the brand as one of the top premium vodka brands in the Russian market. Two years after a successful Russian market launch, international expansion was started. This was accompanied by the launch of Russian Standard

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