“Russian Alcohol” gone “Olympus”
By admin at 4 March, 2010, 11:18 am
Russia"s largest producer of vodka - GC "Russian Alcohol" - terminated the contract with the company "Olympus" and creates in Ukraine own a distribution unit of Premier Distribution Company. The Group is already selling here since 2005, my vodka "Green Mark", and this year intends to market vodka Parliament and "Cranes", counting for 1.5 years to take a 5% vodka market.
about creating your own distributor in Ukraine, told the general director of Russian Alcohol "Carlo Radikati. According to him, the company has registered a subsidiary structure Premier Distribution Company (PDC) with an office in Kiev, which will work directly with local distributors. Director of Sales and exports of "Russian Alcohol" Dmitry Zhizdyuk said that currently the PDC received a license in Ukraine and in full force earns from April this year.
From 2005 until the end of the last Russian Alcohol "sold in Ukraine its brand Green Mark" through the sales of local producers of vodka. The company has organized shipments to Kiev, where she owned a warehouse from which the products picked up Ukrainian partner. Prior to 2007 it was Bayadera Imports (sold about 5 thousand gave Green mark "in the month), in February 2007 he became the" Soyuz-Victan (to fly in 2008 - up to 50 thousand per month given) the beginning of last year, sales began to engage in "Olympus" (contract terminated in October).
transition to self-distribution in the "Russian Alcohol" explained the desire to better control the sale - the former partners worked on the prepaid system, creating volumes of purchases at its own discretion. In "Olympia" yesterday at the request did not respond.
JSC "Group of companies" Russian Alcohol "was established in September 2003. Speaks distilleries "Topaz" (Moscow region), the Siberian Distillery (Novosibirsk region), the first blend Plant (Tula), "Ushba Distilleri" (Georgia) and Bravo Premium. According to Russia"s research company Business Analytica, in 2008, the group held in Russia, 10.8% of the market value of spirits. 100% owned Polish vodka producer Central European Distribution Corporation (CEDC).
"Beyond the Green brand, PDC will be sold through our premium products - vodka" Cranes "and Parliament", - said Zhizdyuk. According to him, in 2009, sales of "Russian Alcohol" in Ukraine amounted to "several hundred thousand returned, but in the next fifteen years the company plans to occupy 5% of the market. According to the Association Ukrvodka "last year in Ukraine has sold 36.7 million gave vodka. Thus, in the "Russian Alcohol" expects to sell about 1.8 million returned.
Now, it is estimated "Ukrvodki, the share of imported vodka in Ukraine is about 1% of all sales. And the share of major producers - Nemiroff, "Bayadera Holding", "Image Holding" (Khortytsa) Distillery "Prime" (company "Olympus") and "Soyuz-Victan - accounted for 72% of the total production of vodka - 42, 4 million dal.
take a 5% of the Ukrainian market "Russian Alcohol" will be very difficult, I"m sure director Ukryugtorg (Nemiroff distrf14ibutor in Odessa region), Igor Turlakov: "Now the Ukrainian consumers prefer domestic brands. And the distributors will make special efforts to increase sales "Russian Alcohol", only if they see that the company is ready to back up their ambitions significant investment. According to market participants, producers of vodka annually spend on marketing $ 5-10 million
Simply select a local distributor of FMCG-sector, providing it with a license to trade in alcohol, says UK sales director Sergei Nemiroff Bleskun: "This would avoid a conflict of interest with existing manufacturers in the portfolio of one or more distributors of alcohol." The general director TD Khortytsa in Russia Sergey Velichko notes that the model chosen by the "Russian Alcohol" in Ukraine, working most beverage companies. "We find it more effective model for creating our own trading houses, which control the entire chain of movement of products from factory to consumer. But it will cost several million dollars", - he said.
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