Lex by Nemiroff secures GTR partner
Ukrainian vodka Nemiroff has partnered with distributor Gebr Heinemann to introduce its ultra-premium Lex expression in global travel retail (GTR).
Lex by Nemiroff is an ultra-premium vodka distilled with linden flowers and honey, and rested for six months to achieve ‘exceptional smoothness’.
As of the second quarter (Q2) 2025, the vodka will be available worldwide through Gebr Heinemann in one-litre bottles across the GTR channel, with strong early visibility in Germany, Poland, Lithuania, Bulgaria, Azerbaijan, Romania, and Turkey.
The new listing is said to mark a ‘significant’ milestone in Nemiroff’s international growth strategy, and a major step in positioning Ukrainian ultra-premium vodka on the world stage.
Yuriy Sorochynskiy, CEO of Nemiroff, said: “This partnership with Gebr Heinemann is more than a listing – it’s a gateway to the world for Lex by Nemiroff.
“It embodies our relentless ambition to bring Ukrainian excellence to the global stage. Lex is our masterpiece, symbolising heritage, resilience, and refined taste. And now, travellers across the globe can discover its spirit.”
The collaboration began with an exclusive pop-up tasting experience at the Gebr Heinemann hub in Hamburg Airport. The activation immersed travellers in the world of Lex, setting the stage for a series of impactful engagements planned for the upcoming months.
Manuel Schilling, head of buying spirits at Gebr Heinemann, added: “We are proud to welcome Lex by Nemiroff to our global assortment – a brand that combines bold innovation with authentic craftsmanship.
“This collaboration stands as a testament to what strong partnerships can achieve: bringing exceptional products to international travellers and creating meaningful brand experiences along the way. Together with Nemiroff, we look forward to shaping a premium vodka presence in travel retail that is as distinctive as the product itself.”
In April and May, Lex by Nemiroff was featured at two prominent tasting bars in Düsseldorf Airport.
From August to September, the brand will enhance its presence at Munich Airport, coinciding with Oktoberfest.
The momentum will carry on with additional brand activations scheduled throughout 2025 and early 2026 in Vienna, Baku, Almaty, and Istanbul. This will culminate in a flagship tasting pop-up at Frankfurt Airport, a key European travel hub, in February and March 2026.
In April this year, Nemiroff partnered with spirits producer Hardenberg-Wilthen to expand the distribution of its De Luxe range in Germany.
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