First Drinks is thrusting its Russian Standard vodka into movie-watchers' eyes with a brand sponsorship deal for Sky Movies, while its stablemate Glenfiddich, is set to benefit from a new £1m print campaign.

The premium vodka will sponsor Sky Movies Box Office and Sky Movies Indie in a six-month initiative starting this month. "This sponsorship deal is a massive move for us," said Joanne Birkitt, senior brand manager. The deal follows the brand's £2.3m Meet the Russian Standard cinema campaign this summer and Birkett expected the Sky sponsorship to help the brand "really own the film category".

In a bid to boost the profile of Glenfiddich among Christmas shoppers, First Drinks is investing £1m on advertising the single malt across top-end glossy magazines and newspaper supplements. The push starts this week and features the strap 'Discover the true taste of Christmas'.

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