Nemiroff expands German presence
Ukrainian vodka Nemiroff has partnered with spirits producer Hardenberg-Wilthen to expand the distribution of its De Luxe range in Germany.
While Nemiroff previously had a limited presence in Germany, selling its The Originals line in the value segment through ethnic stores nearly two decades ago, the new launch marks a ‘significant’ shift in ambition and positioning.
The strategic partnership aims to establish Nemiroff’s long-term presence in Germany’s competitive spirits market.
Yuriy Sorochynskiy, CEO of Nemiroff, said: “This is a milestone moment for Nemiroff. De Luxe embodies our premium vision and international brand-building journey.
“To reach a wider German audience and enter national retail chains, we needed a partner with deep market knowledge and strong distribution capabilities. We’re proud to join forces with Hardenberg-Wilthen.”
German spirits producer Hardenberg-Wilthen is located in Lower Saxony and boasts more than 300 years of distilling heritage.
As a family-run business, the company is said to bring extensive expertise in the alcohol sector, an advantage for Nemiroff as it expands its presence in Europe.
Nicolaus Fehling, CEO of Hardenberg-Wilthen, commented: “International premium brands are a valuable addition to our portfolio. Not only do they enrich our range, but also the selection on the shelf and appeal to different target groups.
“Nemiroff De Luxe Vodka impresses with its exceptional purity and modern production process. We are delighted to be able to offer this renowned Ukrainian brand in Germany and to continue its success story.”
The distribution deal in Germany starts with a focus on the off-trade. Plans are also underway to secure listings with leading national retailers.
Last year, Nemiroff partnered with four English Premier League football clubs – Aston Villa, West Ham United, Everton, and Fulham FC.
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