First Drinks launches 35cl Russian Standard

First Drinks has launched a 35cl variant of Russian Standard in a bid to ease the strain on consumers during the current economic crisis.

News of the launch comes weeks after First Drinks announced a £40 million investment programme for its brands in 2009, which now includes the Rémy Cointreau portfolio.

Russian Standard, the UK’s number three premium vodka, joins Glenfiddich, Grant’s and Three Barrels in offering smaller bottle sizes to customers, with a particular focus on the convenience sector.

Joanne Birkitt, senior brand manager for Russian Standard at First Drinks, said: “We are well aware of the difficult trading conditions facing the industry at the moment, and with consumers tightening their belts, the 35cl offering is a perfect way to allow consumers to purchase premium brands at a lower than normal price.

“We are dedicated to supporting our customers and, against the current economic backdrop, these smaller sizes offer the trade excellent margins”.

The Russian Standard 35cl bottles will be supported with brand marketing and will be priced at £7.49 RSP.

Alan Lodge, 26.05.2009