Michael Peters distils new label for Ivan the Terrible vodka

Michael Peters & Partners is rebranding vodka label Ivan the Terrible.

The appointment is the first to be officially announced by Michael Peters & Partners, the branding guru’s third consultancy, set up last December.

Peters says MP&P was appointed just before Christmas to create a new identity for the label, which will allow it to ‘take on the big boys’.

He says he was given the brief due both to his knowledge of the Russian market and his experience working with spirits brands, such as Johnnie Walker and Smirnoff. British company Ivan the Terrible, which is run by Russians, is aiming to break into the Russian and international market.

Peters says, ‘Ivan the Terrible is a brand with massive potential that we can unlock with the right branding and communication.’

Dimitri Cheboterov, chief executive of Ivan the Terrible, says, ‘Michael Peters has unrivalled experience in creating value for drinks brands through great design and branding. We are delighted to be working with him.’

The new branding will launch later this year.