Moskovskaya launches new bottle design and campaign

Vodka brand Moskovskaya has unveiled its first packaging update since 2012 and simultaneously launched a new global campaign.

Moskovskaya has created a new global campaign and unveiled a bottle redesign

The new look aims to better communicate the brand’s “premium, modern drinking experience to consumers” and its core value of “authenticity”.

In addition, Moskovskaya has created a new marketing campaign to support its message, which features the strapline “Osobaya recipe born in Russia – loved everywhere”.

Renatas Alekna, global brand director of Moskovskaya Vodka, said: “This exciting new creative direction will hero the bottle and the brand’s striking green colour.

“It will open a new chapter in the brand’s story, appealing to a new generation of consumer and breathing life into one of the oldest vodka brands dating back to Soviet Union times.”

The vodka brand has also released a limited edition bottle to celebrate the anniversary of the USSR Space Programme. It explained that in 1959, 60 years ago, the first spacecraft to leave Earth’s gravity and reach the vicinity of the moon was launched.

The bottle is called Out of Space and was created in collaboration with Not Perfect Vilnius Agency and will be released worldwide over the next few months.

Last month, Moskovskaya joined the growing number of pink spirits producers with its own colourful iteration – a pink vodka flavoured with raspberries.