MAXIMUM MISS RUSSIA

ST. PETERSBURG, Russia and NEW YORK, Sept. 26 /PRNewswire/ -- Russian Standard Vodka, the #1 premium vodka in Russia, today announced a multi-channel branded-entertainment program with Maxim Media, the largest men's lifestyle media brand in America. The multimillion dollar program will introduce the beauty of the Miss Russia Pageant to U.S. consumers for the first time and provide an insider's look at Russia's most popular cities, cultural heritage and legendary nightlife.

Officially launched on September 25th, Russian Standard and Maxim will introduce U.S. consumers to past and present contestants of the Miss Russia Pageant through unique content such as photos, behind-the-scenes-videos and one-on-one interviews. The program will also introduce U.S. consumers to the iconic beauty and excitement of St. Petersburg and Moscow through travel blogs and first-hand stories appearing on Maxim.com. The program will culminate with exclusive coverage of the 2008 Miss Russia pageant on December 21, 2008 taking place in St. Petersburg, Russia. Content generated during the course of the five-month program will be leveraged across all Maxim properties targeting core premium vodka consumers, males 21-39. The program will also be leveraged by Russian Standard Vodka throughout its U.S. retail and wholesale distribution channels with in-store POS marketing, on- and off-premise promotions and local events hosted by previous Miss Russia Pageant finalists in major markets across the United States.

At Miss Russia 2007

Roustam Tariko, founder of Russian Standard (which also operates the Miss Russia Pageant) said, "Russian Standard was founded on the mission of bringing the best of Russia to the world and we are proud to share with America the beauty of modern Russia through this innovative entertainment program. This program highlights the vitality of our brand, our people and our country -- no other vodka brand in the world could bring such an authentic Russian experience to U.S. consumers."

Andrew Beaver, Chief Marketing Officer of Russian Standard Vodka, USA said, "This integrated program is a terrific combination of strategic brand development, engaging entertainment content and targeted tactical sales promotions. The Miss Russia Pageant is a perfect match for the Russian Standard Vodka brand, reflecting both Russia's heritage and beauty. This truly unique entertainment program provides strong appeal and brand awareness across our distribution, retail and consumer audience and will be delivered via every marketing channel available to us."

Anthony Flaccavento, Maxim Advertising Director said, "Maxim is the best lifestyle media brand to deliver this type of content to Russian Standard's core target audience and we are excited to partner with Russian Standard to bring this program to the U.S." (Source: www.earthtimes.org)

She's got legs...at Miss Russia 2007