A 30-second advert for Russian Standard vodka is airing in cinemas over the summer as part of the next phase of the brand’s £8m marketing investment for this year.

The cinema advertising campaign will run during films that appeal to 18 to 34-year-olds, the target audience for the vodka brand. The ad, which will air for a six-week period and is expected to be seen by nine million people, is a re-worked version of the brand’s recent TV campaign, which showed the old and new Russia colliding. 

Russian Standard is the most successful vodka launch of the past three years, according to UK distributor First Drinks Brands. It has already netted a 1.2% share of the UK vodka market.