Russian Standard plans ‘ground-breaking’ activities with Novus Leisure

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A new pouring deal for Russian Standard vodka at Novus Leisure’s bars and clubs promises to bring “a new perspective to vodka drinking” in the late-night sector.

The activities will be “ground-breaking” in terms of how they engage with drinkers and are about “creating unique authentic experiences for our consumers”, said Rebecca Heathcote, head of the Russian Standard brand for the UK.

A “360-degree” marketing platform, with a strong focus on amplifying messages through digital and social media, is set to reach over three million consumers in the UK through a series of activations including a year-round bartender competition, tailored master classes and a programme of New Year’s Eve events. Over 500,000 consumers are expected to be sampled during the partnership.

The deal will see Russian Standard as the pouring vodka across the entire Novus estate of 43 bars and clubs, including Tiger Tiger, and includes a visibility programme of menu listings, premium point-of-sale materials and bar features.

Rebecca said: “Russian Standard Vodka is about creating unique authentic experiences for our consumers. This combines well with Novus’s focus on team engagement and customer experience.”

Simon Gaske, customer experience director at Novus, added: “Russian Standard Vodka is a key brand partner and we are looking forward to activating a number of exciting new projects within our business across the next year.

“It’s set to be a strong brand partnership and we are excited to launch the plans we have in place to deliver an outstanding customer experience.”

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