Close Menu

Tovaritch! vodka targets UK on-trade

Tovaritch! has announced its plans to become the second best-selling Russian vodka brand in the UK on-trade by 2020, at the same time as reporting a 3% sales increase in 2017.

Tovaritch! is aiming to become the second best-selling Russian vodka brand in the UK on-trade

Geneva-based Tovaritich International is aiming to achieve the goal by 2018-2020 through an “innovative” marketing campaign that has been designed to connect “personally” with consumers.

The brand is currently the number three Russian vodka brand in the UK, behind Zelenaya Marka and Russian Standard.

Tovaritch! will also enter the Mexican market by Christmas, after signing a distribution deal with Importaciones y Distribuciones Internacionales.

In the last quarter 2017, the brand witnessed “growing” sales in Oman, where it is sold through duty-free outlets and specialised shops in partnership with Gulf Supply and Services.

The firm also raised over £1 million by donating bottles of its vodka at the Save the Children Winter Gala last year.

Eugenio Litta Modignani, CEO of Tovaritch Spirits International, said: ‘We are happy and privileged to once again be part of the Save the Children initiative that sees its mission in transforming the lives and future of children around the world. This year in collaboration with Jax Coco, we encouraged bidding for the good cause with our new creation.”

In August last year, Tovaritch! expanded its 3D Never Drink Alone marketing campaign with a range of humorous new images.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No