Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market
Russian Standard may not be a household name in trendy New York bars yet, but Roustam Tariko would like it to be. When Tariko introduced Russian Standard Vodka in 1998, he wasn’t interested in just vodka. The young entrepreneur established Russian Standard to become a high-quality international multi-category icon of the new Russia, the “Virgin” of Russia. As a result, Russian Standard … [ Read more ]
Content: Case Study | Authors: Pierre Chandon, Vadim Grigorian | Source: “INSEAD” | Subjects: International, Marketing / Sales | Company: Russian Standard Vodka