Vladivar vodka is to get its second rebrand in two years with a return to the original 1959 blue bottle and double eagle crest.
Following its last re-brand the vodka had lost its way, admitted Nick Gaskin, UK marketing director for brand owner Whyte & Mackay.
"The previous strategy had been to target an urban, cool consumer and as a result we were aligning the brand with very niche events and trends," he explained. "Now we are moving back to the mainstream market targeting 24 to 34-year-old consumers."
The company has invested £1.5m in the revamp and the new design is the first of a number of activities for the brand this year.
"The refreshing new design is just the tip of the iceberg in relation to the exciting plans we have to come for Vladivar, including above the line and online campaigns due to break in the autumn," Gaskin said.