Moskovskaya
5,560% follower growth, 550% ROAS.
Overview
Moskovskaya is a vodka brand with deep roots. Steeped in heritage and global recognition, it holds a legacy of quality that spans generations. But legacy alone doesn't build a modern audience. The brand recognised they needed a dynamic digital presence that would engage a new generation of spirits drinkers without losing the authenticity that made them iconic.
To meet that challenge, Vertical partnered with the brand to deliver a full-scope social, content, influencer and eCommerce strategy — one designed to honour the brand's heritage, build an active community, and drive measurable growth across social and Amazon storefront channels.
The Audience
Moskovskaya's audience bridges two worlds: existing brand loyalists who remember the vodka's heritage and reputation, and a younger generation of spirits drinkers discovering it for the first time. Both audiences value authenticity, quality and brand story, but engage very differently across channels.
Reaching them meant creating a content strategy that felt bold, relevant and unmistakably Moskovskaya — one that could resonate with heritage-conscious drinkers while capturing the attention of a younger, digitally native audience through social, influencer and marketplace channels.
The Challenge
Moskovskaya had a rich heritage and genuine product credibility, but its digital presence didn't reflect either. The brand needed to translate decades of legacy into a modern, engaging online identity that could compete in a crowded spirits market, attract a younger audience, and drive commercial results across both social and eCommerce.
That meant developing a content and community strategy from the ground up, alongside a commercial layer through Amazon that could turn brand awareness into measurable return on ad spend.
Involvement
This project was about transformation without losing identity. We combined brand strategy, content, influencer and eCommerce to create a presence that felt bold, relevant and unmistakably Moskovskaya. Key areas of involvement included:
- Digital marketing strategy across brand and performance objectives
- Creative development and content production for social and paid channels
- Paid and organic social media marketing
- Influencer marketing and UGC campaigns to extend reach and credibility
- Amazon storefront strategy and management, including advertising and optimisation
The content strategy was designed to be as iconic as the product itself — crafted for sharing and built to drive both brand engagement and sales, supported by a fully integrated Amazon UK storefront strategy across organic and paid.
The Outcome
The results were bold, measurable and immediate:
- 612,000%
- Engagement growth
- 5,560%
- Follower growth
- 550%
- Return on ad spend
More than just numbers, the campaign redefined Moskovskaya's place in a modern marketplace. The brand did not simply run a digital campaign — it built a community and a commercial engine, proving that a heritage vodka brand could hold its own in a competitive digital space.
Heritage doesn't have to mean traditional. With the right strategy, even legacy brands can lead the next generation.
A powerhouse in a Power Station.
Vertical is a small, senior team of strategists, creatives and performance marketers based at Battersea Power Station in London, with clients and colleagues around the world. Strategy, creative and performance come from one team, with AI built into how we plan, make and measure.
