Moskovskaya® Vodka announces new creative direction

June 26, 2019

Moskovskaya®, one of Russia’s oldest vodkas, has taken a bold new step in its creative direction. With a rejuvenated bottle design and an exciting new marketing campaign celebrating Russia’s achievements and pioneering spirit, Moskovskaya unveils the new global campaign.

Moskovskaya Vodka

Moskovskaya is introducing its first bottle redesign since 2012, breathing new life into the brand, communicating a premium, modern drinking experience to consumers whilst retaining the core values of Russian authenticity and heritage. The introduction of the double-headed eagle in tribute to Imperial Russia, celebrates the period in history when the vodka was first produced in 1894. The label also highlights the prestigious Osobaya category, created by Russian pioneer M. Kucherov in 1938 - a unique category of unflavoured vodka, highly regarded for its purity and great, smooth taste.

The exciting new creative direction for Moskovskaya will hero the bottle and the brand’s striking green colour. It will open a new chapter in the brand’s story, appealing to a new generation of consumer and breathing life into this classic brand.

The Green Is An Attitude campaign includes contemporary street art and dynamic ink depictions of classic Russian icons including Moscow’s Red Square and the wild eagles and animals found in the depths of the Russian forests.

In line with the new bottle design and the innovative marketing campaign, the brand is also launching a ground-breaking Limited Edition bottle, celebrating the Russian Space Programme and a world first. In 1959, exactly 60 years ago, Russian pioneers launched the first ever spacecraft to escape Earth’s gravity. The craft, Luna 1, reached the vicinity of the Moon, probed the Moon and captured images of the far side of the Moon, contributing vital information to the understanding of the universe.

The Limited Edition Moskovskaya bottle, called OUT OF SPACE, has been designed, like the new creative platform, in collaboration with the Not Perfect Vilnius Agency and will be available globally, launching in the second part of 2019.

Renatas Alekna, global brand director of Moskovskaya, says, “As part of the dynamic new creative direction for Moskovskaya, the brand is embarking on a new journey celebrating contemporary Russian life and its contribution to modern global culture. We’re excited to be launching an updated bottle design, an innovative new marketing campaign and our Limited Edition bottle which all celebrate Russia’s pioneering spirit.”

Amber Beverage Group became owners of Moskovskaya Vodka in 2015 and launched the Moskovskaya Infusions range in early 2019.  Moskovskaya has given a “modern twist” to the eastern European tradition of infusing vodka with herbs and spices, with the launch of four new flavoured variants: Horseradish and Honey; Pickle and Dill; Ginger and Lime; and Cranberry and Lime.

The Moskovskaya brand is now available in over 65 markets worldwide, with a strong and recognised following in the key markets of the UK, Italy, Lebanon, the Baltics and Spain. The vodka has received numerous awards and accolades from experts in worldwide competitions since it received its first Gold medal in 1954 at the International Trade Fair in Bern.



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