Brand management

History

2025: Rosspirtprom received 51% of Brand Management

The largest Russian alcohol producer Rosspirtprom acquired a controlling stake of 51% in Brand Management LLC. This company owns more than 30 brands of alcoholic beverages, including John Silver rum drink, Beatly Gin liqueur, Longbank whiskey and Penega vodka. The remaining 49% remained with Elena Akhmetova. The transaction was registered on July 11, 2025.

According to Kommersant, alcoholic beverages under the Brand Management brands are produced at the facilities of the Tula distillery 1911. Alcohol market participants estimate TVZ business at ₽1,7 billion. Representatives of Rosspirtprom did not respond to a request from the publication, it was not possible to contact Brand Management.

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Фото: Freepik

President of the Alcopro Guild Andrei Moskovsky explained that placing trademarks in a separate company is a common practice. However, to transfer control of brands, members must be very close business partners.

The Tula distillery 1911 is a large Russian enterprise for the production of strong alcohol. The plant produces vodka, whiskey, rum, cognac and moonshine. According to the company's own data, the production capacity is 6 million decaliters, which is equivalent to 130 million bottles of finished products.

Rosspirtprom JSC was established in 2009 as a state-owned company. The holding structure includes eight alcohol factories located in the Tula, Kursk, Novosibirsk regions, North Ossetia-Alania and Kabardino-Balkaria. In January-May 2025, the company produced 7.3 million decaliters of alcohol, which is 21% less than the same period of the previous year.

In March 2024, the business was privatized for ₽8,289 billion. The buyer was Business Alliance LLC, owned by Vladimir Akaev, a former top manager of Troika-D Bank.

At the end of 2024, Joseph Shalmiev became the main owner of Brand Management, acquiring 51% of the enterprise. At the same time, he bought a similar stake in TVZ from Dmitry Gitelman, who reduced his part of the business from 80% to 29%. According to the source of the publication on the alcohol market, Rosspirtprom allegedly acquired a share in Brand Management LLC through Joseph Shalmiev.^[1]

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