Stolichnaya seeks authentic sounds

09 March, 2007

Pernod Ricard has lined up a music-based sponsorship for vodka brand Stolichnaya.

The link-up will run from March to June , during which time Stolichnaya will sponsor a radio show on Xfm - a regional station covering London, Manchester and Scotland.

Stolichnaya will also sponsor Music:Response shows as well as Xfm's unsigned band network Uploaded.

"Stoli is about authenticity, and this activity represents an authentic Russianávodka searching for the authentic sound of London, Manchester and Scotland," said Jo Spencer, head of marketing.

The deal will also include branded

on-air features, live event sponsorship and a new website - www.stoli-vodka.co.uk - which is scheduled to go live later this month.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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