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Moskovskaya
5,560% Follower Growth and 550% ROAS for a Heritage Vodka Brand
results
550%
ROAS
Moskovskaya is a vodka brand with deep roots. Steeped in Russian heritage and global recognition, it holds a legacy of quality that spans generations. But even timeless brands need to evolve. Moskovskaya recognised the need to build a dynamic digital presence that would engage a new generation of spirits drinkers, without losing the authenticity that built its name.
To meet that challenge, the founder behind Vertical partnered with the brand to craft a digital strategy that would celebrate its heritage, build community, and drive measurable growth across social and eCommerce channels.
This project was about transformation—without losing identity. We worked across brand, content, commerce, and performance to create a presence that felt bold, relevant, and unmistakably Moskovskaya.
Key areas of focus included:
The content strategy was designed to be as iconic as the product. We created thumb-stopping visuals and videos that blended modern social aesthetics with Moskovskaya’s distinctive tone and legacy. Social content placed the brand in everyday yet elevated contexts—from nights out to moments of celebration—helping it connect with a broader, younger audience.
On the commerce side, we supported the development of Moskovskaya’s Amazon Storefront and advised on third-party fulfilment integration to ensure a seamless purchase experience across markets.
The results were bold, measurable, and immediate:
More than just numbers, this campaign redefined Moskovskaya’s role in a modern marketplace. The brand saw not only a surge in visibility and community growth but also a shift in relevance among a younger, digital-first audience. Content resonated, commerce performed, and the brand's voice felt newly alive in a competitive space.
This case study proves that heritage doesn’t have to mean traditional. With the right strategy, even legacy brands can lead the next generation.
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