12.02.2007
Russian billionaire launches The "Russian Standard"
Russian billionaire, Roustam Tariko has launched his 'Russian standard' vodka brand in France. He said in a press interview that he intends to become the market's leading player in the vodka business as quickly as possible.Speaking on the margins of the launch at the George V hotel in Paris, Tariko said he was prepared to invest 4 million euros
($5.6 million) by the end of the year to get the brand known.
"We will definitely be spending much more than our competitors," he told Reuters.
Russian Standard launched also in Britain this week, taking its challenge directly to the world's Number 1 and 2 spirits groups, Britain's Diageo (DGE.L: Quote, Profile, Research), owner of Smirnoff vodka, and France's Pernod Ricard (PERP.PA: Quote, Profile, Research), owner outside Russia of Stolichnaya.
Seems like everyday someone else is launching a new vodka. First it was Dame Dash, then Diddy now our boy Tariko. What's next? Sopranos Vodka, the tagline could be "Vodka to Die For.." We are all for expanding your empire but nothing compares to letting the goose loose.
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