Revolver prepares for Stolly PR push

Stolichnaya, the iconic Russian vodka brand, is preparing for its biggest PR blitz since distributor First Drink Brands acquired it seven years ago.

FDB has hired Revolver Communications to ‘Stolly’s’ £300,000 PR account as it ups the ante against rivals such as Smirnoff.

FDB communications manager Lydia Cahill said: ‘We have quadrupled sales since we took Stolichnaya on in 1997. Now is really the time to start investing in the brand.’

Revolver joint MD and creative director Martin Ballantine said the brief involves events in bars and private properties, and viral emails to bar owners and staff.

Ballantine will lead the account, reporting to FDB marketing controller Fiona Lovatt. The campaign will also include media relations and sponsorship of a UK Bartenders’ Guild cocktail competition this summer. The target market is predominantly men aged 25 to 35, said Cahill.

FDB used Red Rooster Beauty and Consumer PR from 1997 to 1998 to build awareness and distribution of Stolichnaya, but ended the contract due to budgetary constraints, said Cahill. Red Rooster’s PR involved media relations and sampling.

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