Russian Standard is hoping an £8m investment in the next 12 months will keep momentum going for the premium vodka brand, launched last October.

A TV campaign is launching on 17 March and will run for six weeks. Ads will run on terrestrial and satellite channels to target aspirational 18 to 34-year-olds, said Andy Corris, senior brand manager at UK distributor First Drinks Brands.

"Russian Standard must build on the success of the launch and continue to establish a brand proposition within the market," he added.

"In 2008 we will be looking to differentiate the brand from its competitors by focusing on its authentic Russian heritage, flavour and unparalleled smoothness."

Since its launch Russian Standard has become the seventh-largest vodka brand in the UK off-trade by value share [Nielsen w/e 24 January 2008] and has added £2.4m sales to the category, according to the company.