Vodka (global market)

Vodka (Russian market)

Main article: Vodka (Russian market)

2024: Russian vodka brand becomes the fastest growing in the world

The Russian vodka brand "White Birch," owned by the Alcoholic Siberian Group (ASG), topped the global ranking of fast-growing brands The Millionaire's Club 2023, published by the industry magazine Drinks International. This became known in June 2024.

According to Vedomosti, sales of White Birch on the world market in 2023 increased by 54% compared to 2022, reaching 2 million nine-liter cases, which is equivalent to 1.76 million decaliters. Natalya Nevorotova, director of the key portfolio of ASG, notes that the main factor in growth was the expansion of the brand's presence in the countries of Central and Southeast Asia, as well as in the Middle East.

The second place in the ranking was taken by another Russian brand - Tsarskaya vodka produced by Ladoga. Its sales increased by 44%, reaching 2.3 million nine-liter cases, or 2 million decaliters. Ladoga President Veniamin Grabar emphasizes that Tsarskaya is successfully competing in the Russian market with Western brands imported in parallel imports.

Despite the growth, Russian brands still occupy relatively modest positions in the overall rating in terms of sales. "Tsarskaya" and "White Birch" took 21st and 23rd places, respectively. The leaders in terms of volumes remain Smirnoff (Diageo), Tito's handmade (Tito's) and Absolut (Pernod Ricard).

The main volume of sales of Russian vodka brands falls on the domestic market. According to Nevorotova, 98% of sales of White Birch are carried out in Russia. However, companies are actively developing export directions. Ladoga, for example, doubled shipments to China in 2023 and began deliveries to new countries including Mongolia, the Dominican Republic and South Korea.

Despite the difficulties with exports, the Russian vodka market is showing stability. According to Rosalkogoltabakkontrol, in the first quarter of 2024, retail sales of vodka in Russia increased by 1.6% compared to the same period in 2023, amounting to 18.4 million decaliters.^[1]

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