Fighting to regain market share from imports and restore the prestige of Russian vodka worldwide, domestic producers launched a new premium brand Wednesday.


The new vodka, Derzhavnaya, will be of higher quality than such famous Russian brands Stolyichnaya and Russkaya, said Vladimir Yarmosh, president of the Rosalko joint-stock company, which represents all Russian vodka manufacturers.


"The reputation of old brands of Russian vodkas, such as Russkaya, Stolichnaya and others, is being undermined by producers in former Soviet republics that still have a right to manufacture them but are out of our quality control," he said. "That's why we need to launch a new brand."


He said Derzhavnaya will be produced according to a 200-year-old recipe from the best grains, and will contain fructose instead of refined sugar so as to reduce the risk of hangovers.


Russia's vodka industry has run into hard times since the Soviet Union collapsed, as prices have skyrocketed and local consumers have increasingly opted for imported brands. According to Yarmosh, about 40 percent of Russia's vodka production lines are idle.


Russian producers plan to manufacture annually around 600 million bottles of Derzhavnaya, or 20 percent of all vodka made in Russia. Derzhavnaya's domestic retail price will be around 4,000 rubles for a half-liter bottle.


Rosalko general director Valery Brenner said that Derzhavnaya would also be exported to 28 countries. The wholesale export price will be about $1.10 per half-liter bottle; He said that the U.S. retail price should be about $8.


Vodka had been produced in Russia since 1474.