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Tovaritch! expands into UAE and Canada

Geneva-based Tovaritch Spirits International has entered two new markets with its eponymous Russian vodka brand – the United Arab Emirates and Canada.

Tovaritch! has entered the UAE and Canadian markets for the first time
Tovaritch! has entered the UAE and Canadian markets for the first time

In a move said to solidify its position in the Middle East, Tovaritch! began its UAE sales operations in mid-April via distributor Holiday Group. Targeted outlets include high-end specialised shops, with the brand available in all skus, including the three-litre gift bottle.

Tovaritch! has also expanded its business in North America, setting up a mutually beneficial partnership with Winehouse Imports Inc. to enter Canada. Two deliveries have been made directly to Toronto restaurants and bars, where the brand has reportedly received a warm welcome.

“We’ve passed the Toronto test with flying colours which gives us a solid foundation for further growth in the Canadian market,” said Eugenio Litta, CEO of Tovaritch Spirits International SA.

“Our objective is to have our product fully listed with LCBO (Liquor Control Board of Ontario), and then, get into Canada’s duty free shops. We are confident that our new partner’s expertise and passion for Tovaritch! will drive the brand to new intoxicating heights in North America.”

In addition, the brand has developed a 3D marketing visual, set to be showcased at the upcoming Vinexpo Hong Kong exhibition.

Created by Spanish global marketing agency Proximity Madrid, Tovaritch! 2016 3D visual was awarded first prize by Lürzer’s Archive, a leading advertising magazine.

“Vinexpo Hong Kong is undoubtedly Asia and Pacific’s number one venue for wine and spirits professionals, and we have to be there with something cool, innovative and striking,” Litta continued.

“But there’s more to it. Vinexpo 2016 is expected to expand its focus beyond the Chinese market into the vast and fast growing Australian market. We intend to make the most of this opportunity in order to further promote our brand to our new Australian partner, Kollaras group. We have every faith that joining forces with one of the largest liquor organisations in Australia will provide us with an ideal stronghold for conquering the country’s on-trade market.”

The seventh edition of Vinexpo Hong Kong will take place from 24-26 May, with 1,300 exhibitors and 17,000 visitors expected.

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