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RUSSIA. Russian Standard Vodka has reported a +45% rise in overall sales volume last year compared with 2009, in what it described as a “golden year” in Asia Pacific travel retail. Within this, +40% growth was seen in South East Asia, led by Singapore (+41%), Thailand (+36%) and Malaysia (+16%).
In West Asia, Russian Standard is growing at a faster pace, especially in Japan, Korea and Hong Kong. The brand is also said to be progressing “very well” in Australia and New Zealand.
Contributing to this performance has been the travel retail launch of Russian Standard Gold (pictured), which joins Russian Standard Original, Russian Standard Platinum and Imperia to complete the premium portfolio.
Russian Standard Gold is a combination of Dmitry Mendeleev’s classic vodka recipe dating from 1894 using the finest Russian ingredients and carefully selected extracts of Siberian ginseng, or “˜golden root’ in Russian.
Russian Standard Gold is now listed in most of the key airports in Asia, including Hong Kong, Kuala Lumpur, Bangkok and Tokyo. The company added that sales of this new product have not cannibalised sales of the rest of the portfolio.
Russian Standard Vodka Commercial Director Global DF & APAC Walter Kooijman said: “Russian Standard Vodka is a new brand in Asia yet it is already perceived as a perfect premium gift. Russian Standard Gold in particular has really taken off. We did not develop it specifically for the Asian consumer but its red and gold colours are of course very appealing to them as they represent happiness, vitality, wealth and good fortune.”
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The Gold promotion features a brand ambassador in a specially designed uniform to assist with tastings |
In Australia a special promotion in Melbourne and Sydney airports which featured a giant Russian Standard Gold gift box helped to drive sales which have increased by over +250% since the start of the promotion.
Beam Global Global Travel Retail Manager Australia Luke Maga commented: “The Russian Standard Gold activation has become one of the best duty free executions throughout the region. It highlights the premium brand that it is and offers passengers a point of difference with the luxury gift box.”
Russian Standard Gold was launched in Japan with a high profile promotion in the FaSoLa Shop at Tokyo Narita South Terminal. A brand ambassador in a specially designed uniform was on hand to assist with tastings which contributed to the celebratory atmosphere. A mini cocktail shaker was also offered as a gift with every purchase of Russian Standard Gold.
In Hong Kong International Airport a similar promotion was run with a 5cl Russian Standard Gold gift for every purchase of Russian Standard Gold.
Another introduction in the super premium gifting segment in 2010 was the Imperia Tsar Alexander III 1.75L limited edition. In Hong Kong CLK Airport all 20 limited bottles were sold in record time at a retail price of HK$1,500 (US$193) each.
Kooijman continued: “Chinese consumers increasingly are looking for authentic products of high quality. They clearly recognised the superior quality and premium image of Imperia and rushed to purchase these collector’s items. We are extremely grateful to Sky Connection for the opportunity they have given Russian Standard Vodka. They are experts at premium retailing and they understand perfectly the needs of the Chinese PRC travellers.
“With these significant successes in Asia Pacific we are extremely positive about 2011. 2011 sales growth momentum is expected to be maintained with planned extensions of the Russian Standard Gold launch planned for Singapore and Vietnam, innovative promotional activities planned around twin packs for Russian Standard Original, and sampling events for consumers to taste the true authenticity of a true Russian vodka – vodka as it should be.”
Russian Standard Vodka joins the Rémy Cointreau Global Travel Retail portfolios at TFWA Asia Pacific next week (Stand number: P22).
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