Brandy Brand Champion 2021: Shustoff

Shustoff joined the million-case ranks in 2019

Over the previous few years, the brandy sector has seen its gross sales hunch, and the worldwide pandemic didn’t assist issues additional. However innovation from producers has boosted curiosity within the class, with main gamers additionally investing in brandy makers.

Shustoff brandy reported an 8.4% improve in gross sales in 2020 to 1.3 million instances, recording the best progress amongst its rivals. The International Spirits‐owned model surpassed 1m instances in 2019.

In accordance with Ievgen Sukharev, Shustoff’s model supervisor, Shustoff has witnessed constant progress due to its centuries‐previous historical past, top quality and modern manufacturing.

Moreover, over the previous 12 months, the model unveiled a raft of improvements all through the pandemic.

“Regardless of financial issues in 2020, greater than 20 distinctive merchandise have been launched available on the market, and the presence of the model in chains on the worldwide markets was expanded,” says Sukharev.

Shustoff is on the market in dozens of nations, together with China, Uganda, Lebanon, Israel and Mauritius.

The brandy can be one of many few on this planet to have its personal museum, notes Sukharev. The Shustoff Vineyard museum in Odessa, southern Ukraine, permits customers to “plunge into the model’s wealthy historical past” and pattern excessive‐high quality brandies. “1000’s of excursions are held yearly for customers, and the web museum tour quickly can be accessible,” provides Sukharev.

Trying forward, Sukharev says the corporate plans to “create a product of highest high quality for strict connoisseurs, and concurrently stay the chief of [the] mass brandy market due to loyalty to traditions of brandy manufacturing mixed with innovativeness of distillation”.

Shustoff is produced on the Odessa Cognac Manufacturing unit, which dates again to 1836. The manufacturing facility was acquired by International Spirits in 2007.

Heaven Hill’s Christian Brothers and Radico Khaitan’s Outdated Admiral Brandy have been the one different manufacturers to publish progress in 2020, with the latter hitting 4m instances for the primary time. A lot of manufacturers reported double‐digit declines, together with Outdated Kenigsberg and Torres, whereas McDowell’s No.1 Brandy fell by 9.6%. Campari Group’s Dreher additionally continued a downward trajectory, dropping by 1.8% to 2.7m instances.

Brandy (figures: million 9l-case gross sales)