With 16 production sites and a fully owned distribution network across 14 core markets, Marussia Beverages continues to bolster its global presence.
Over the years, the Swiss company has continued to diversify its portfolio, boasting an impressive variety of rare and premium artisan spirits from different parts of the globe. It recently added Bourbon to its whiskey line-up after acquiring US-based Watershed Distillery.
Amid the strong travel retail recovery, the company is now strengthening its commitment to the channel, with plans to place its brands on duty free shelves in Asia and other geographic markets.
In an exclusive interview with The Moodie Davitt Report, Marussia Beverages Global Travel Retail Director Warren Goslett speaks about the company’s success story, its portfolio of brands and its strong focus on travel retail.
Dr Frederik Paulsen’s bold polar expeditions have led him to discover what would be one of the leading artisanal beverage groups in the world, Marussia Beverages.
The first man to reach all eight poles of the planet, Paulsen has amassed a vast collection of travel experiences, memories and discoveries, inspiring him to build this hundred-million-dollar beverage empire.
From 2012 to 2022, the company’s revenues surged from €7 million (US$7.58 million) to €294 million (US$318.52 million).
Marussia Beverages was introduced in 2004 with Mamont Vodka as the initial brand to trade internationally. The vodka brand is a tribute to the Yukagir mammoth – a frozen adult male woolly mammoth specimen discovered by a team of scientists Paulsen organised in 2002 in Siberia.
Mamont Vodka comes in a mammoth tusk-shaped bottle, which features an illustration of the mammoth.
Since then, Marussia Beverages has grown to be a producer and distributor of artisanal spirits, liqueurs, wines and sake from all over the world. Many of which are category leaders in the US and globally.
Based in the Switzerland, it has a fully owned distribution network in at least ten core markets including the UK, US, Russia, France, Georgia, Ukraine, Austria, Germany and the Netherlands.
It trades through a network of independent well-established importers in more than 40 countries worldwide.
Over the last three years, Frederik Paulsen’s daughter Eda has become involved in the family firm, advancing her father’s vision. With the younger Paulsen and Executive Chairman Eric Laborde at the helm, Marussia Beverages continues to explore opportunities in categories, channels and markets all over the world to achieve sustainable growth.
Among the premium brands it produces and distributes are: Mamont Vodka, Mozart Liqueurs, Austrian Schlumberger sparkling wines, Château Mukhrani, Tamada, Old Tbilisi and Vismino (Georgian wines), Mossburn and Torabhaig Scottish whiskies, Mezan rum, Akashi-Tai sake, Hatozaki Japanese whisky and 135°East gin.
The most recent addition to its portfolio is Ohio-based Watershed Distillery, which it acquired in August 2023.
This move not only helps the company accelerate its geographic expansion but also boosts its market position by owning its first production facility in the US.
Marussia Beverages Global Travel Retail Director Warren Goslett says that this acquisition also plays well into the company’s expansion strategy. “Our US subsidiary is seeing massive growth, and geographically it makes sense to acquire a premium Bourbon to our portfolio, which we will also scale to our own and third-party distribution networks globally. This acquisition is also very complementary to our whisky portfolio, both scotch and Japanese.
“Watershed Distillery is an award-winning, family-owned craft distiller with a strong history of growth, an incredibly passionate team and this is a perfect fit to Marussia’s values – entrepreneurial spirit, passion and exceptional standards of quality.”
But more than just being volume-driven, the company is committed to delivering high-value offerings. To maintain sustainable growth, it continues to seek the right brands that complement its diverse portfolio of fine wines and artisanal spirits.
Goslett explains: “We target small craft-type distilleries in markets where we have our own distribution affiliates, that can scale to meet our journey of global growth, and that can optimise our exceptional standards of quality for our valuable consumers around the globe. We also focus our acquisition interests on companies that share our core values and that are, as we are, also family-owned.”
Marussia Beverages has underscored its future travel retail ambitions and now forges ahead with its plans to have a wider footprint in Asia, aiming to broaden its distribution network and drive brand awareness.
Goslett says: “For Marussia Beverages, we still have little coverage in Asia and here we’d definitely like to gain more of a foothold. But also new operator listings in all geographic areas are of course potential opportunities for us, and we will push for moving forward. All channels are important for our brands, but airports will remain our main focus.”
Even as challenges remain in this post-pandemic recovery period, the wine and spirits market continues to experience significant growth.
Total revenue of the duty free liquor market alone is projected to reach US$19.44 billion (a growth of +10.8% through 2023 to 2029), and the company is ready to take the opportunities presented by the continuing travel recovery.
Goslett adds: “For us, it is definitely keeping up with demand, we are expecting the channel to gather speed in the coming years, with massive CAGR growth rates. This is of course both a challenge and a huge opportunity in one.”
Marussia Beverages is also leveraging the premiumisation trend with its wide-ranging portfolio of premium wines, spirits and sake brands. It continues its search for the world’s finest producers.
Goslett says: “We offer the consumer maximum benefits for choosing us – superior product quality, unique and differentiating packaging, brand experience including at the site of production like Torabhaig in Scotland or Hatozaki in Japan and, last but not the least, truly passionate people and authentic stories.” ✈
