Vodka Brand Champion 2021: Nemiroff

Nemiroff’s gross sales returned to progress after a difficult 2019

For a class that struggles to develop complete volumes yr after yr, vodka’s million‐case‐promoting manufacturers have been arguably among the many most resilient of all of the spirits sectors lined in The Model Champions 2021 report.

Some manufacturers – reminiscent of Beluga Group’s Arkhangelskaya – soared in 2020. Arkhangelskaya reported an 80.7% spike in gross sales final yr, rising from 1.6m circumstances in 2019 to 3m in 2020. However, as at all times with our annual report, the Champions are by no means primarily based solely on who can exhibit the largest progress; there are myriad different elements at play.

Ukrainian vodka model Nemiroff staged a monumental comeback in 2020 towards all odds, bouncing again to progress following a yr of decline in 2019. The vodka model reported an 18.3% leap in volumes final yr to hit 5.1m circumstances – up from 4.3m the earlier yr. This surge in gross sales has pushed Nemiroff over the 5m‐case mark for the primary time.

Nemiroff’s success got here regardless of difficulties for the model in international journey retail, the place it is likely one of the high‐three vodka manufacturers. Nemiroff’s gross sales greater than halved in international journey retail in 2020 due to Covid‐19. Nevertheless, the model hopes to see restoration within the channel in 2021.

Commenting on the model’s monetary ends in March this yr, Yuriy Sorochynskiy, Nemiroff CEO, mentioned: “Such unbelievable outcomes have been inconceivable with out robust groups and trustful companions all over the world. 2020 was a difficult yr for a lot of corporations and the spirits {industry} particularly.

“It required restructuring of many enterprise processes and daring selections. Indomitable spirit in our DNA leads us to create the long run we consider in. So we use each alternative to construct an industry-changing model.”

Nemiroff additionally mentioned on the time that its De Luxe, Inked Assortment, and Lex ranges noticed gross sales rise by ‘1.5 instances on common’, with double‐digit progress in choose markets. The model believes this offers additional proof that the development in direction of premiumisation and aware ingesting is having an impact.

Nemiroff attributed a part of its success, significantly throughout the fourth quarter of 2020, to the revamping of its entry‐stage vary.

In October final yr, Nemiroff unveiled a new bottle design for Nemiroff Authentic, Nemiroff Delikat and Nemiroff Ukrainian Honey. With new fonts, colors and graphic components, mixed with a brand new sq.‐primarily based bottle form, the revamp aimed to depict the model’s historical past in a contemporary approach.

“Having modified from the surface, it is very important keep true to your self, your ideas and life guidelines,” Sorochynskiy mentioned. “Formidable and indomitable personalities retain their essence even after exterior adjustments, as a result of they’ve a core, a personality.

“Even after a long time of conquering the worldwide market, creating the model and recognition, Nemiroff The Originals is altering in look, however stays true to its high quality. New design, however nonetheless the identical legendary style.”

Nemiroff additionally secured a number of distribution offers in 2020 to spice up its international positioning. The model began the yr by signing an agreement with Proximo Spirits in Ukraine, the corporate accountable for importing main manufacturers reminiscent of Jose Cuervo Tequila and Bushmills Irish whiskey. In April that yr, Nemiroff made its debut in Armenia by means of an unique distribution cope with Coca‐Cola HBC. The partnership was extended in August 2020 to additionally embrace Austria.

Moreover, Nemiroff has been fast to react to the pandemic, and swivelled its technique to help the struggling on‐commerce.

In the course of final yr, the model held its virtual Nemiroff Cocktail Challenge, which featured greater than 300 bartenders. Held on-line from April to Could in Ukraine, the net video battle for bartenders gave them the possibility to win monetary rewards for making cocktails, and preserve the model related to the commerce.

“It was vital for Nemiroff to help the bartenders who have been with us all this time, however have been briefly unemployed throughout the quarantine interval,” mentioned Sorochynskiy.

Different noteworthy successes among the many high vodka manufacturers final yr embrace final yr’s Vodka Model Champion, World Manufacturers‐owned Morosha, which reported a 13.5% enhance to 7m circumstances.

Stablemate Khortytsa additionally had a stellar yr, and handed the 10m case mark (10.4m circumstances in 2020) for the primary time after a 6% enhance.

Constellation Manufacturers additionally triumphed with Svedka, which noticed gross sales rise by 4.6% to 4.7m circumstances. And Roust’s Russian Commonplace delivered 2.8% progress to take its volumes to three.7m circumstances, whereas the producer’s Talka model rose by 12% to 2.8m circumstances. Roust’s Żubr.wka model hit 10m circumstances for the primary time, after rising by 3.1%. French drinks producer La Martiniquaise‐Bardinet additionally had a fruitful yr, with gross sales for its Poliakov model up by 2.6% to 1.6m circumstances.

Nevertheless, the massive gamers appeared to battle probably the most throughout 2020. Main vodka model Smirnoff, owned by Diageo, noticed gross sales drop by 10.1% final yr from 25.6m circumstances in 2019 to 23m in 2020.

Diageo’s Ketel One additionally noticed gross sales slip by 1.4% to 2.7m circumstances, whereas Ciroc’s volumes additionally declined by 7.6% to 1.7m circumstances. Diageo‐owned Chrome Vodka can also be hovering near the million‐case threshold after a 9.2% fall took its complete volumes to 1.1m circumstances.

Pernod Ricard additionally had a tough time in 2020, with Absolut down by 14.1% to 9.6m circumstances in 2020, in contrast with 11.2m the yr earlier than.

The French drinks group’s Wyborowa vodka additionally fell by 14% to 1.5m circumstances. In the meantime, Brown‐Forman skilled a 19% drop in volumes for Finlandia, which fell to 2.4m circumstances.

Bacardi’s Gray Goose additionally didn’t maintain gross sales, falling to 2.9m circumstances after a 17.9% decline final yr, whereas its Eristoff model plummeted by 31.4% to 1.1m.

Heaven Hill Manufacturers bucked the development, nonetheless, with a 7.1% enhance for Deep Eddy Vodka, whose gross sales hit 1.5m circumstances. Beam Suntory was additionally capable of ship a 2.7% enhance for Pinnacle vodka, with 2.5m circumstances bought in 2020.

Vodka (figures: million 9l case gross sales)