Russian Standard targets France's fast-growing premium vodka market with new distribution deal

RUSSIA/FRANCE. Russian Standard Vodka is aiming to accelerate its position in the fast growing French vodka market through a new partnership with distribution company Lixir.

Lixir will manage distribution across France of Russian Standard Vodka’s entire portfolio including Russian Standard Original, Russian Standard Platinum, Russian Standard Gold, and Imperia.

Lixir is a joint venture between William Grant & Sons and Rémy Cointreau and distributes leading spirits, champagne and wine brands in the French market.

“We are excited to partner with Lixir to strengthen our presence in this key European market,” said Russian Standard Vodka, Western Europe CEO Chris Lucas.

“This partnership represents an important step in becoming the number one premium vodka in France and we are confident that with Lixir’s help we will grow our sales and market share quickly.”

Vodka has become the fastest growing spirit in France, achieving double digit growth of nearly +15% and sales of 25 million 70cl bottles in 2007. The market is currently dominated by sub-premium brands, demonstrating a significant opportunity for continued growth, said Russian Standard.

Lixir Managing Director Richard Panquiault said: “We are pleased to bring Russia’s finest vodka to French vodka consumers. With the fast-paced growth of the vodka category and the rising popularity of cocktail culture, Russian Standard is well positioned to capture a significant share of France’s premium vodka segment.”

To support the new partnership and drive brand awareness, Lixir intends to implement advertising and marketing campaigns in exclusive on-trade accounts that will reinforce Russian Standard’s premium and nightlife image. Promotional events are also planned for off-trade accounts that will drive increased brand visibility.

Russian Standard has become a strong competitor in major markets across Western Europe. Drinks International recently ranked Russian Standard as the second fastest growing premium spirits brand worldwide.



Proud portfolio: Russian Standard comes in Original (top left), Platinum (top right) and Gold (left) variants, with the Imperia brand (right) representing the range at the luxury end of the market