Nemiroff shakes up vodka category in TR
Ukrainian vodka brand Nemiroff was featured as the third highest-ranking vodka brand in travel retail in a compilation of the top 100 travel retail spirits brands.
According to IWSR Drinks Market Analysis’s list of top 100 travel retail spirit brands in 2018, which was published in 2019, Nemiroff was the third biggest-selling vodka in the channel, following Diageo-owned Smirnoff in second place and Pernod Ricard’s Absolut in first place.
Yuriy Sorochynskiy, CEO of Nemiroff, said: “We are tremendously proud of this achievement. In 2018 and continuing through 2019, we have strategically worked to increase our sales and distribution by appointing well respected marketing and distribution partners who have the capability of working both on- and off-premise to position the brand as world-class within the vodka category.”
In 2018, the brand took a “refined” approach to its travel retail strategy.
“We learned that in order to stand out in the market, we had to take into account the nuances of each market – from POS to promotions,” added Sorochynskiy. “Refining our route to market has helped strengthen brand perception.”
Furthermore, 2018 was also the year Nemiroff became the official global vodka sponsor of the Ultimate Fighting Championship (UFC).
Sorochynskiy said: “We were surprised to find that 63% of global UFC fans consume vodka as their spirit of choice, so working with the UFC gave us a global platform, and international brand recognition.
He added that plans to increase travel retail and duty free activation around UFC events are already under way for 2020.
In November last year, The Spirits Business met the global chief marketing office of Nemiroff, Irina Zhygunova, to discuss the company’s plans for global expansion.