Beam Takes on Australian Vodka Market
By Rebecca Harris
Available in three varieties – Original, Platinum and Imperia – their ambitious target is for the brand to be the number two selling vodka in Australia within 24 months.
“The premise of the product is that it is an authentic premium Russian product with three variants, each available at a different price point,” said Beam Global Spirits & Wine area director Andy Wall. “The Original will be positioned against the likes of Smirnoff, the Platinum against Absolut and the Imperia against vodkas like Grey Goose.”
Developed in 1998, Russian Standard has taken the global vodka world by storm, becoming the number two selling premium vodka in the UK only ten months after its launch, and is currently the number one selling premium vodka in its homeland of Russia.
‘We hope to see similar results here in Australia,” said Wall.
Beam Global also announced the employment of an official Russian Standard brand ambassador, Oliver Stuart, a former bartender who has worked at many of Sydney’s top bars including Hemmesphere, the Victoria Room and North Bondi Italian Food.