Moskovskaya Vodka unveils new visual identity for 125th anniversary to attract younger consumers

Moskovskaya Vodka, owned by Amber Beverage Group, has unveiled a new visual identity as it marks its 125th anniversary this year. The brand, which originated in 1899, is introducing a redesigned label that blends its historical roots with a modern look. The update aims to keep Moskovskaya relevant in the global vodka market and appeal to younger consumers. The new design is part of a broader campaign to celebrate the brand’s long history and reinforce its position as a leading vodka producer.

The updated label features a deep forest green color, replacing the previous bright shade. This green is closely associated with Moskovskaya and is intended to reflect the authenticity and purity of its ingredients. Copper accents have been added to the bottle, giving it a distinctive appearance compared to other vodkas on the shelf. The redesigned crowned “M” logo pays tribute to the brand’s heritage and signals its ongoing commitment to quality.

Despite the changes in appearance, Moskovskaya’s recipe remains unchanged. The vodka continues to be produced in Riga, Latvia, following the traditional “Osobaya” formula, which means “special.” The production process uses high-quality European wheat, triple distillation, pure artesian water, and a six-step filtration system. These methods are designed to ensure the vodka’s signature silky texture, vibrant character, and smooth finish.

Alongside the new label, Moskovskaya has launched a global campaign called “History in the Making.” This initiative draws inspiration from architectural traditions linked to the brand’s origins and uses contemporary design elements to highlight its updated visual identity. The campaign encourages consumers to participate in Moskovskaya’s ongoing story and create their own experiences with the brand.

Moskovskaya Vodka is currently sold in more than 50 markets worldwide. In 2024, sales exceeded 440,000 cases. The brand holds the number two position in the standard traditional vodka category across the Baltic countries, accounting for 40 percent of its global sales. Recent international growth has strengthened Moskovskaya’s presence in key markets such as the United Kingdom, Canada, Italy, Spain, and Greece. In Italy’s value segment, it ranks second, while in Spain’s standard segment it holds third place.

The new bottle and label will be available at a recommended retail price of €10.75 in Europe. With this relaunch and campaign, Moskovskaya aims to maintain its legacy while reaching new audiences around the world.