Regatta to promote key vodka brands
marketing a number of key vodka brands in a bid to exploit what it
sees as sector of the beverage market that remains underdeveloped,
writes Angela Drujinina.
"Despite the fact that only Russian vodka can be truly classified as real vodka and the fact that out of 420 million deciliters of vodka produced worldwide more than a half (250 million deciliters) is consumed in Russia, the creation of vodka brands for sale is a rather underdeveloped business in the country," said Olga Mikhailova, PR manager for Regatta.
Indeed, the company argues that the market for vodka is far from established, with a great deal of room for firms to manoeuvre their brands into positions.
"The price of a vodka brand is quite a conditional concept," said Nikolai Vasilenko, a managing partner of Regatta.
"There are no mechanisms and conditions for the expertise on the cost of a vodka brand yet. The market itself is still gaining experience and the market practices are being developed."
Regatta has decided to promote the most promising products of its branded range, and sell on the rest.
"The potential of our own brands is enough to keep us going for the next five years," said Vasilenko. "The important goal for us is to increase Regatta's market share in Russia to 15 per cent. Besides that, we are interested in the further development of our vodka exports, particularly to the USA. To achieve these goals we need to effectively use available resources".
As a result, Regatta is selling a number of its vodka brands from between €5,000 to €15,000. These include brands such as Ermak, Comandor Bering, Arctica, Zolotoi Osetr and others.
The company says there are options to sell for more money, but this of course depends upon how much the brand is valued by the prospective buyer.
