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Mongolian vodka launches in the West
By Amy HopkinsMongolian drinks group The APU Joint Stock Company has anounced that its vodka brand Soyombo is launching overseas for the first time.
Mongolian vodka Soyombo will launch in the US, Canada, UK, Russia, Korea and MacaoSmall batch vodka Soyombo, which was previously only available in its domestic market, will now launch in the US, Canada, the UK, Russia, Korea, and China’s Macao region.
Purev Batsaikhan, The APU Joint Stock Company chairman, said: “Over the years, we have crafted our vodkas with the utmost care, highest quality ingredients and state of the art advanced beverage production.
“The timing is now right for us to bring our vodka portfolio to the wider world with the support of an experienced international team.”
In the US, Soyombo will be available in California, New Hampshire, New Jersey, upstate New York and Ohio.
A range of brand-building activities has been arranged in the run-up to the launch, including social media, marketing and PR.
“We are excited and prepared to launch Soyombo in the US,” said Arthur Shapiro, APU’s managing director for the Americas. “As one of the most popular vodkas in its homeland, we thought it high time to introduce this exquisite handmade vodka for serious aficionados who appreciate taste.”
“We have put in place a team of professionals in the US to help us build a strong business in our current markets. In 2014 we expect to move into a few more but we plan to build this brand on quality of relationships, not quantity.”
The vodka, which is bottled at 40% abv and has an RRP of US$29.00, will also launch in select travel retail channels.