Jose Cuervo agrees Russian Standard distribution

Russian Standard has signed an exclusive agreement with Jose Cuervo to market and distribute the brand’s portfolio in Russia.

Jose Cuervo expects Russian Standard to improve its visibility in Russia

The vodka group’s Russian distribution arm Roust Inc, will now handle Jose Cuervo’s entire Tequila portfolio in the country, including Jose Cuervo Especial Silver, Jose Cuervo Especial Reposado, Jose Cuervo Tradicional, Jose Cuervo Reserva de la Familia Platino, Jose Cuervo Reserva de la Familia Extra Anejo and Jose Cuervo Margarita Mix.

The agreement forms part of Jose Cuervo’s strategy to align itself with “more like-minded” distributors, since its split from global distributor Diageo in July this year.

Yiannis Stratos, Casa Cuervo’s regional director for Europe, Middle East and Africa, said: “We are delighted to be teaming up with a partner that is very aligned to our strategic and commercial goals. Russia represents a growth opportunity market for Cuervo, as we are still under-represented in this part of the world. Russian Standard is a great Russian company that has a proven track record of building strong international brands in the Russian market”.

Russia is the third largest Tequila market in the world – after Mexico and the US – with sales of over 150,000 nine-litre cases in 2012 (IWSR).

“Russia is an exciting market for Tequila and we are pleased to partner with the oldest and most respective tequila manufacturer,” said Oleg Kirillin, CEO at Roust Inc.. “We plan to build a strong platform for Jose Cuervo’s further growth in Russia.”