Marussia Beverages renames Niche Import Co

Mamont Vodka owner Marussia Beverages Group has rebranded its US arm, Niche Import Co, to Marussia Beverages USA.

The new name will take effect immediately and aims to ‘strengthen’ the company’s global footprint.

Headquartered in the Netherlands, today Marussia Beverages Group is made up of almost 1,000 employees in 10 core markets, working with importers in 40 countries.

Etienne de Salins, CEO of Marussia Beverages Group, said: “It has long been our mission to build and develop distribution channels in the highly lucrative US market that can pave the way for high-quality imported brands.

“Our new name not only reflects the strength, business acumen and passion for the industry that is indicative of the Marussia Beverages Group, but is also a signal to the market that we are an important part of a global network of specialty spirit, wine and saké brands.

“We are confident that our US team will continue to shape Marussia Beverages USA into a national player. It is fuelled by an exceptional sales and marketing team with extensive experience in the spirits industry.

“Their proven track record of launching and building brands has built deep relationships with our customers, an important factor in growing our portfolio.”

In April last year, Marussia Beverages acquired a controlling stake in Siberia’s oldest operating distillery, Itkulsky. The deal will help Marussia Beverages to double Mamont Vodka’s share in the Russian market by mid-2021.

In October 2020, Finnish vodka brand Koskenkorva appointed Niche Imports – now Marussia Beverages USA – as its sales and marketing agent in the US.