UKRAINE. With points of sale in 72 countries worldwide since the start of 2011, Nemiroff continues its global expansion with further new markets set to open before the end of the year.
This year, the Ukraine-based vodka brand appeared on store shelves in Australia, New Zealand, Syria, Finland, Japan and Switzerland. As compared to the previous year, the brand reinforced its positions in the markets of Turkey, China and South Africa, where it was launched recently.
The company claims to be the world’s largest exporter of strong spirits, with sales volumes growing +29% in the CIS markets and +49% in Europe, Asia, US and other markets in 2010. The improvement in sales in the external markets was supported by the +82% growth in shipments to international duty free.
Vodka Ukrainian Honey Pepper remains the most popular beverage in the Nemiroff portfolio since its conception 12 years ago, while Nemiroff Original, Ukrainian Wheat, Ukrainian Birch Special, Delikat, Nemiroff Premium, Lex and Lex Ultra are among the company’s bestsellers.
“From the very beginning of its operations, the Nemiroff Company was oriented toward long-term results. Nineteen years later we are proud to say that we have reached our goal, although we are far from being self-complacent with what has already been achieved,” said Nemiroff President Alexander Glus.
“While the company has been highly successful during the last five years, the year 2010 was the most productive and efficient in the history of the company. The Nemiroff brand has seriously increased its power in the external markets, while in Ukraine the company gained the lead due to substantial improvement of all its financial figures for the first time through its history. Such results were possible thanks to a well-established business model, as well as to the efficient and hard work of our teams of professionals,” Glus added.
Aleksey Kurlov, Chief Commercial Officer of Satum Trading Company, a drinks importer to New Zealand, said: “Together with our partners, we decided to expand our portfolio and, remembering our historical roots, turned the attention to vodka products. I tried Nemiroff vodka for the first time when my friend brought it from Russia, Saint Petersburg. I then began ordering Ukrainian Honey Pepper whenever my other acquaintance would buy it at Sheremetyevo Airport. I also tried Ukrainian Birch Special from Duty Free, but as far as they do not favour much flavoured vodkas in New Zealand, we settled upon averagely priced classics – Nemiroff Original and premium segment – Lex. Naturally, we did not forget my favourite vodka with honey and pepper. I hope the new market will judge this beverage on its merits too.”
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(Clockwise from top left) Ukrainian Honey Pepper remains the most popular beverage in the Nemiroff portfolio, while Nemiroff Original, Ukrainian Wheat, Ukrainian Birch Special, Nemiroff Premium, and Lex are among the bestsellers |
Minna and Jerry Arila, directors with Cassis Trade Company, a supplier to Finland, commented: “We decided on [Nemiroff] as a representative of flavoured vodkas just because of the Nemiroff Ukrainian Honey Pepper vodka. Living about 50 kilometres off the border, we are frequent visitors to Russia. The last time we were there, we tried Ukrainian Honey Pepper vodka, and just fell for it. It served as the basis for various cocktails, and found out that Finns also admired the exotic vodka; the “˜Frozen Strawberry Margarita’ with pepper vodka was a hit.”
Abraham Tchaprazian, owner of Sahag Tchaprazian & Sons Co (SHASCO), a drinks supplier to Syria added: “We were looking for two new products, whisky and vodka, in order to expand the range. We tested many types of vodka, and it was Nemiroff whose taste and design I liked the most (especially Lex Ultra).
“[Taking] into account that the world leaders Absolut and Smirnoff have long ago been present in the market of Syria, and, according to British magazine Drinks International‘s “˜Millionaires club’ rating, Nemiroff was brand number three, I think there is a deal of sense in introducing Nemiroff to the market of Syria – the brand has high potential.”
