At TFWA World Exhibition & Conference 2025, Nemiroff made a powerful return to Cannes, showcasing the resilience and ambition that has defined the Ukrainian vodka house for more than 150 years.
Under the leadership of CEO Yuriy Sorochynskiy, the brand continues to navigate an era of challenge and change – reaffirming its mission to establish Nemiroff among the world’s leading premium vodka names.
Founded in 1872 in the town of Nemyriv, the brand has long been a symbol of craftsmanship and national pride. Today, it is available in over 80 markets worldwide and is recognised as an ambassador for Ukrainian craftsmanship.
“Our history began 150 years ago, deeply rooted in Ukrainian heritage,” says Sorochynskiy. “We take great pride in representing Ukraine through our products. We see ourselves as true brand ambassadors of our country in travel retail and around the world.”
In 2023, the brand debuted its first ultra-premium expression, LEX by Nemiroff, with an event at TFWA World Exhibition and a video interview with The Moodie Davitt Report Founder & Chairman Martin Moodie. The launch marked a turning point for the brand’s premiumisation journey, blending its storied Ukrainian craftsmanship with contemporary luxury positioning.
Sorochynskiy says: “It’s been a challenging yet rewarding journey because competition in the ultra-premium category is intense. But our focus on exceptional quality, refined packaging and a clear marketing strategy has paid off.”
LEX by Nemiroff is presented in a sculptural decanter-style bottle made from perfume glass produced in France by Saverglass. Additional elements of the bottle and packaging are made in Ukraine to support local producers and promote local artistry. The vodka’s 13-stage filtration process produces a liquid of remarkable smoothness, purity and balance, underscoring Nemiroff’s mastery in distillation and innovation.
In a special interview with The Moodie Davitt Report Owner & Chairman Martin Moodie in 2023, Nemiroff CEO Yuriy Sorochynskiy discusses the launch of LEX by Nemiroff, an ultra-premium vodka with a distinctive concept and packaging that symbolises Ukraine’s indomitable spirit and its fight for freedom
“I’d like to thank our key partners, especially Gebr. Heinemann, who helped us expand LEX by Nemiroff across European airports,” Sorochynskiy notes.
From listings with Gebr. Heinemann to pop-ups with Lagardère Travel Retail in Brussels, the LEX by Nemiroff roll-out has been supported by a series of immersive activations designed to tell the expression’s story and connect travellers to its roots.
Sorochynskiy explains: “These activations are vital. We’ve already completed several activations and have more scheduled this year and next across major European airports, including Munich, Frankfurt, Vienna and Berlin.
“These activations represent two sides of the coin,” he continues. “Of course, vodka must be tasted to be understood, but the story behind it is just as important. LEX by Nemiroff undergoes 13 stages of filtration to achieve its refined taste, and every bottle is handcrafted with care and attention by our team.”
De Luxe Reserve
While LEX by Nemiroff defines the brand’s ultra-premium tier, the recent relaunch of De Luxe Reserve continues its premiumisation journey across the price ladder.
The De Luxe Reserve relaunch underscores the brand’s commitment to consumer-centricity, seeking to elevate the messaging around the distinctive features and premium quality of this vodka. Nemiroff De Luxe Reserve is produced through a special ageing process using carefully chosen oak wood, which imparts subtle notes that enhance its smoothness and flavour.
Sorochynskiy explains, “De Luxe Reserve is stored briefly in oak barrels, which gives it a smoother taste and character.”
The indomitable spirit of Ukraine
Nemiroff’s identity as a proudly Ukrainian brand has never been more important. For Sorochynskiy, Nemiroff’s role as ambassador for Ukrainian excellence is both a responsibility and a source of strength.
“Since the full-scale invasion, resilience has become part of our brand DNA. No matter how many times we fall, we rise again. We have an indomitable spirit and that is integral to Nemiroff. Some Ukrainian momentum helped us navigate a particularly challenging time in 2022, but we also had to persuade some partners to put their faith in us.”
He continues: “Our indomitable spirit has helped us build trust with partners and prove that, disregarding the war, we remain a reliable, long-term supplier. We believe in win-win relationships built on respect and partnership.
“We’re one of the few Ukrainian brands with a strong international presence across 80 markets globally. I’m proud to carry that ambassador role and to present Ukrainian craftsmanship to the world.”
This indomitable spirit has also helped Nemiroff navigate the COVID pandemic and is integral to setting the brand apart amid a challenged vodka category.
Sorochynskiy says: “The vodka category is relatively flat, sometimes even declining, depending on the market. To stand out, we have to work harder – offering innovation, premium quality and strong storytelling to earn our place on the shelf and capture travellers’ attention.”
Despite the turbulence of recent years, Sorochynskiy remains focused on the long-term mission. “Our goal is to become a leading global vodka brand,” he remarks.
“It’s an ambitious goal, but achievable with the right preparation, strategy and team. I’m extremely proud of the team I have. They’ve continued to work with dedication and love for the brand through challenging times. With their passion, there’s no mountain too high for Nemiroff to climb.” ✈
