Tovaritch! celebrates placement in BBC’s McMafia

Tovaritch! will showcase a drinks cooler that dispenses chilled vodka shots at Prowein next week, following a string of successful marketing stunts that has seen the brand appear in BBC’s McMafia, and win a listing aboard a cruise liner.

At this year’s Prowein, the international trade fair that will be held Düsseldorf from March 18 to 20, the Russian vodka brand will be handing out samples via its T! Drink cooler machine, specially designed for the brand by creative agency Proximity.

It’s presence at ProWein follows what has been a busy start to the year for the brand, which began 2018 with an appearance on crime drama McMafia, co-produced by the BBC, AMC, and Cuba Pictures.

“The BBC wanted to feature their characters drinking a high-end, top quality Russian vodka brand,” said Eugenio Litta Modignani, CEO of Tovaritch! Spirits International SA. “We felt really privileged when they approached us. We believe that with its authentic Russian taste and style Tovaritch! is in a perfect position to contend for best supporting vodka.”

Elsewhere, Tovaritch! has won the tender for a year-long stint in bars on all cruise ships owned by MSC, the largest cruise line in the world, with itineraries that include Northern Europe, the Atlantic Ocean, South America, South Africa, China, and the United Arab Emirates.

“Tovaritch! is all about bringing people together, and socialising is what people normally do on board a cruise liner,” added Modignani. “So becoming part of cruise ship entertainment was a natural move for us. Never drink alone on an MSC cruise is our new motto.”

Tovaritch! is a grain vodka produced and bottled in Russia by Geneva-based Tovaritch Spirits International SA. It is distilled five times and filtered through a combination of birch charcoal and silver.