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 is not only a vodka, it is now a thriving bank. In this new case study, Professor Pierre Chandon and Vadim Grigorian ask us to consider the value of horizontal brand extensions across widely different product categories (e.g., banking and vodka) and to examine how Russian Standard can compete in the vastly different US market.

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