• by Nina Lentini  @Nina_Lentini, March 10, 2008

Expect to see new signage over the next several years at Madison Square Garden and Radio City Music Hall extolling the virtues of Sobieski Vodka.

The name of Poland's No. 1 premium vodka will be up in lights on the concourse of MSG as well as in marquees at the Seventh and Eighth avenue exits of Penn Station.

Michael Guth, EVP/sales and marketing for MSG Media, calls the multi-year agreement with Sobieski "a great example of creating a customized solution that helps to build their brand by leveraging the magic of two of our famed venues, The Garden and Radio City."

Sobieski, which is imported by Imperial Brands of Palm Beach Gardens, Fla., will be featured on LED boards during more than 275 events, including the New York Knicks and Rangers games. That exposure, coupled with expected views at Radio City Music Hall's Christmas Spectacular, should reach more than four million people annually, the company says.

"Our goal is to gain major brand exposure in the U.S.," says Chester Brandes, president/CEO of Imperial Brands in a statement. "We expect Sobieski Vodka's brand awareness in the New York market-and beyond-to skyrocket."

At Radio City Music Hall, the brand will be available at the bars and listed on the cocktail menus, per a spokesperson.

Sobieski Vodka has earned a Gold Medal and Best Buy award and was rated the No. 1 premium vodka in a blind-tasting of 108 vodkas, the largest review of vodkas in its history from the Beverage Testing Institute, the company says. It also was ranked No. 1 in a blind tasting conducted among 25 major vodka brands by one of France's top wine and spirits publication, La Revue du Vin de France.

Its suggested retail price is $10.99 for a 750 ml bottle and $19.99 for a 1.75 liter bottle.