RSV GLOBAL NEWSLETTER | Fall 2012
Global Newsletter
Fall 2012
Annual Conference in Moscow
01 - 02 RSV GLOBAL NEWSLETTER | Fall 2012
The fifth Russian Standard International conference took place in Moscow on the 6-8th June 2012. The three day symposium saw 130 distributor participants from 50 international markets attend, as well as representatives of Gancia and CEDC companies. A selection of senior Russian Standard staff from around the world shared company updates, product information and best practice case studies to help build the iconic brand consistently worldwide.
Attendees were also joined by Roustam Tariko for an evening of celebration at the grand opening of the state-of-the-art Russian Standard Office and Distribution Hub. This US$30 million investment embraces advanced distribution and storage facilities and a high-profile office space in accordance with the most rigorous corporate standards.
Roustam Tariko presenting to international markets at the three day symposium
Roustam Tariko opening the Russian Standard Office and Distribution Hub
The Russian Standard Office and Distribution Hub, Moscow
03 - 04 RSV GLOBAL NEWSLETTER | Fall 2012
While other companies are mainly investing in marketing to promote their brands, Russian Standard continues to implement strategies designed to achieve unsurpassed quality of its products.� Roustam Tariko
Official Opening of Buinsky Distillery Following its purchase in 2010 and a subsequent US$15 million renovation, Russian Standard is proud to announce the launch of the Buinsky Distillery in Buinsk, Republic of Tatarstan. This significant step has allowed Russian Standard Vodka to acquire the last missing piece of the production chain; complete control of its own alcohol production, enabling a vertically integrated holding company.
The fully modernized Buinsky Distillery takes international best practices and technologies from Switzerland, Italy, Finland and Russia to produce one of the largest and most hi-tech enterprises in Russia. Strategically located in the black soil region of Russia where the very best grain is grown, it has given Russian Standard the ability to fully control the unique recipe and taste of Russian Standard Vodka.
Roustam Tariko at the launch of the Buinsky Distillery
The Buinsky Distillery in Buinsk, Republic of Tatarstan
Miss Russia 2012
07 - 08 RSV GLOBAL NEWSLETTER | Fall 2012
Miss Russia, the prestigious beauty pageant sponsored by Russian Standard Vodka, celebrated its 20th anniversary in Moscow on the 3rd March. The 50 beautiful finalists chosen from across the country were judged not only on their beauty but also on their merits and personality. Elizabeth Golovanova conquered the title and was crowned with a precious $1 million tiara designed by the renowned jeweller Maxim Voznesensky. Additionally, the 19-year-old beauty queen received a cash prize of $100,000 and a grant to study at any university of her choice in the world. Elizabeth will spend her reign engaging in a variety of charitable, social and cultural events. For example, in May 2012 Elizabeth supported a special event in Irkutsk, Siberia, for international charity Operation Smile, where highly professional surgeons treated children with cleft lips or palates free of charge.
Elizabeth Golovanova, crowned Miss Russia 2012
The 20th anniversary of Miss Russia 2012
09 - 10 RSV GLOBAL NEWSLETTER | Fall 2012
The Davai Milano, Largo La Foppa 5, Italy
Davai Milano Russian style is brought to Italy’s fashion capital Having only opened its doors in May 2012, Davai Milano has already become one of the city's trendiest bars. The Russian Standard Vodka bar, located in the heart of the city’s fashionable nightlife district at Largo La Foppa 5, has seen more than 6,700 customers enjoy over 15,000 drinks to date. Davai Milano stands out from the rest of the bars in the city thanks to its avant-garde design and its extensive drink menu, which includes 121 different Russian Standard vodka-based cocktails, including high-tech molecular cocktails, served with traditional Russian food.
The launch was supported by a Facebook advertising campaign which has already secured more than 5,000 new fans. To find out more, please visit: http://www.facebook.com/DavaiMilano
Crowds enjoy Russian Standard Vodka at the newly opened Davai Milano
11 - 12 RSV GLOBAL NEWSLETTER | Fall 2012
Davai USA Educating, entertaining and delighting US consumers Russian Standard Vodka has continued to make a splash in the USA with a series of Davai parties across the nation. From poolside toasting in Miami to intimate zakuski and vodka dinners in New York City, the brand has been educating, entertaining and delighting consumers with the spirit of Davai. The project has spanned on-premise sampling, brand partnership events and high-profile signature events, all designed to tell the ‘Vodka As It Should Be’ story.
The USA has also seen success with the new Russian Standard ‘product locator’ application. The app allows fans to find their nearest stockist or pouring bar.
Davaines at a Davai party in the USA
People enjoying the Davai experience in the USA
New Zealand: A Blanket of Shapkas on Russia Day
13 - 14 RSV GLOBAL NEWSLETTER | Fall 2012
To celebrate Russia Day and mark the beginning of Russian Standard’s winter campaign in New Zealand, the brand commissioned an ice sculpture replica of Red Square’s St Basil’s Cathedral. The sculpture was placed at the busiest intersection in Auckland’s main street and was surrounded by Davaines who handed out 500 shapkas to passers-by. With extensive live event coverage on Breakfast TV driving campaign buzz, those unable to get their hands on a shapka at the site were encouraged to visit their local liquor store to purchase a bottle of Russian Standard Original Vodka in order to receive a shapka with their purchase. Photographers captured the action from the live event and uploaded images to Facebook with a branded photo frame saying, ‘I’m celebrating Russia Day’.
Through national TV coverage the event drove credible brand awareness of Russian Standard Vodka’s winter campaign as well as creating talkability online.
Celebrating Russia Day in Auckland New Zealand, 12 th June 2012
15 - 16 RSV GLOBAL NEWSLETTER | Fall 2012
Russian Standard Vodka Davaines at the Davai event in Luzern
Davai lands in Luzern and Zurich Russian Standard Vodka brought Davai to Switzerland with a fully integrated campaign this April. Two luxurious parties were hosted in Luzern and Zurich, with pre-event flyers, social media and traditional media relations activities raising awareness and driving strong attendance. At the events, guests were encouraged by hostesses to toast Davai! with Russian Standard Original Vodka shots and were kept entertained by bartender Igor. The authentic atmosphere was aided by strong Russian Standard branding including projections, dramatic lighting and the photo board. Xenia Tchoumitcheva, a Russian born Swiss celebrity, attended the Luzern event, adding an exciting touch to the evening.
One of the luxurious Russian Standard Vodka Davai events in Zurich
Celebrating Davai in Europe Russian Standard Vodka recently developed and rolled out a series of successful Davai sampling activities, targeting bars across the UK, Germany and other countries.
17 - 18 RSV GLOBAL NEWSLETTER | Fall 2012
The stunning Davaines, dressed in signature shapkas, infiltrated urban hotspots offering samples of Russian Standard Original to consumers to sip and savour. The Davaines brought the heart and soul of the brand to life; illustrating our vodka as it should be via product trial. These successful pilots are due to be rolled out further through 2012 and beyond.
Russian Standard Davaines celebrating Davai in Europe
Australia welcomes Igor Galburt Global Brand Ambassador Igor Galburt travelled to Australia earlier this year to provide product education amongst the nation’s leading bartenders.
19 - 20 RSV GLOBAL NEWSLETTER | Fall 2012
Working with Club Suntory, Australia’s most exclusive club for bartending professionals, Igor ran a series of education sessions detailing the brand’s history and heritage and the unique production methods used by Russian Standard Vodka. The 150 attendees were also guided through a House of Vodka product tasting and a cocktail masterclass to highlight perfect serves. The activity also resulted in positive media coverage across key Australian trade publications such as Bartender Magazine, National Liquor News, Bars & Clubs and Drinks Trade.
Global Brand Ambassador Igor Galburt’s visits Australia
A participant in the Russian Standard Vodka cocktail masterclass
21 - 22 RSV GLOBAL NEWSLETTER | Fall 2012
Russian Standard Vodka at Manchester airport, UK
RSV ramps up Global Duty Free strategy Russian Standard Vodka has significantly increased its presence at international airports. Over the last year, bespoke promotions, fixtures and sampling activity has been rolled out at airports including the UK, Russia and Brussels and other markets. The activity has resulted in a significant spike in awareness and a 40% sales increase of Russian Standard Vodka in Duty Free, driven by a strong global distribution partnership with Remy Cointreau.
A particularly successful activation was executed in January 2012, where Russian Standard Vodka established a tasting bar at Manchester Airport, one of the UK’s busiest airports. During the two months of activity, passengers were invited to taste Russian Standard’s portfolio of vodkas and encouraged to purchase a bottle for their travels. The seamless execution and prominent visibility of the bar meant that consumer and trade goals were far exceeded, with a 322% sales uplift.
Russian Standard Vodka on display at the Welcome shop in Brussels Zaventhem
Lighbox at Almaty Int. Airport, Turkey
Russian Standard Vodka: Power Brand Russian Standard Vodka has again been ranked the 8th most powerful vodka brand in the world surpassing Ketel One, Wyborowa and Eristoff, according to Intangible Business’s 2012 Power 100 ranking.
23 - 24 RSV GLOBAL NEWSLETTER | Fall 2012
This is the third year the brand has been recognised by the Power 100 ranking, a leading source for industry trends and statistics. Russian Standard has also been ranked 36th out of 50 in the IWSR’s Top 50 International Spirits Brands list 2012 and has once again been featured in the Elite list, climbing from 7th in 2010 to 4th in 2011. An Elite Brand must sell over 1 million cases worldwide, with at least 40% of sales outside the main market demonstrating international presence. The brand must also maintain a compound annual growth rate (CAGR) of at least 5% for the past five years.
This success builds on the brand’s 20% international growth in 2011, driven by its unique and powerful positioning as the most authentic and highest quality Russian Vodka. Industry magazine Drinks International, last year recognised it as the second fastest growing international vodka brand and ranked it 79th in the top 100 global brands list.
Global Newsletter Fall 2012