Scottish distiller William Grant has already
fostered love for Russian vodka in Britain with Russian Standard.
Now the company is planning to introduce a less expensive Russian
vodka brand Green Mark.
As the contract with Russian Standard has
expired, Grant’s concluded a distribution contract with Russian
Alcohol Group and its owner Polish CDEC to promote Green Mark,
vintage Kauffman Vodka as well as Polish Zubrowka in Great Britain.
Russian Standard is now being distributed by rival Whyte &
Mackey, part of the United Breweries Group of India.
British consumers get to taste Green Mark from
the beginning of 2012, while Zubrowka will come to the UK market in
July. “We estimate increased annual sales of Green Mark of up to
750,000 litres in the next three years”, a CDEC spokesman told RBC
Daily. “As for Kauffman Vodka, it is niche product”.
But analysts don’t have rosy prospects for Green
Mark in the UK. “In contrast to Russian Standard, the Green Mark is
brand for Russian-speaking consumers. It feels good in CIS, but
it’s not an export product”, says Vadim Drobiz, the head of CIFRRA
agency.
Other experts expect Green Mark will
undergo a re-branding before entering a foreign market. “The
success of Green Mark will depend highly on the marketing policy”,
says Tatiana Bobrovskaya from Metropol invest company. “The British
market is very competitive; there are a lot of strong participants
even in a small segment of vodka products. Green Mark is likely to
have a different price and image, than in
Russia”.
The Russian Alcohol Group attempted the UK
market with Green Mark in 2009 but pulled out shortly
afterwards.
http://rt.com/business/news/britain-russian-vodka-sales-141/