The main objective of this acquisition is to strengthen the export portfolio of the group.
The Russian Crown brand has been successful for several years in key European markets and is well known to the consumer thanks to the unique decanter shaped bottle. In addition to the classic Original and Premium vodkas, the line is represented by sweet Cranberry and bitter Honey & Pepper infused vodkas.
As early as May, Russian Crown production will be moved to its own space at the NAK distillery in Dmitrov, Moscow region.
In the near future the group plans a brand restyling, as well as increased advertising in European markets. In the fall, Russian Crown will launch in the USA and Great Britain.
The group believes the brand has strong potential, especially due to the name and the unusual bottle shape, so when the restyling is complete Russian Crown will appear in the travel retail segment, where it will be positioned as a gift vodka, the best souvenir from Russia.