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Żubrówka parts ways with Roust
Vodka brand Żubrówka has severed ties with Russian firm Roust and named Paragon Brands as its new UK distributor.
In February 2022, Polish food group Maspex acquired nine Polish vodka brands, including Żubrówka, from Russian Standard owner Roust in a deal valued at almost US$1 billion. Moscow-headquartered Roust maintained ownership of its Russian vodka brands, as well as its six vodka productions distilleries in the country.
The move marked Żubrówka vodka’s return to ‘full Polish ownership’.
Paragon Brands will manage the vodka’s sales in the UK, taking over from Roust as distributor.
Chris Jones, marketing director of Paragon Brands, said: “We are honoured to have been chosen by Maspex to represent this iconic global brand within the UK, where the vodka category is currently in strong growth as consumers switch out of the declining gin category and seek out premium vodka brands with heritage and a point of difference.”
Żubrówka is available in the UK from major supermarkets including Tesco, Asda, Sainsbury’s and Morrisons.
Marcin Światłoń and Aleksandra Zygmunt, country managers at Maspex and members of the board of directors at Maspex UK, commented: “We are very happy to be working with Paragon brands representing the Żubrówka portfolio in the UK – they bring a wealth of industry experience and reach for Żubrówka and we look forward to growing the brand together in the UK.”
The brand is sold in more than 130 countries. According to the Brand Champions 2022 report, Żubrówka is the world’s fourth biggest-selling vodka, selling 10.8 million nine-litre cases in 2021.
In March, sales of Russian vodka experienced a ‘significant’ downturn in the UK following the Ukraine invasion, according to market analyst Nielsen.
The brand capitalised on the trend for pink spirits with the launch of Żubrówka Rosé in 2021.
In more Russia-related vodka news, Stoli vodka producer SPI Group was recently ordered to pay £1.62m (US$1.9m) for the unfair dismissal of a UK executive after he objected to staff pay cuts during the pandemic.