United Spirits - From Russia With Love

United Spirits, Russia Vodka Firm In Pact

United Spirits, the spirit business arm of the $2 billion Indian drinks major UB Group, has signed a mutual marketing alliance with Russia’s leading vodka manufacturer Russian Standard. Russian Standard is the vodka manufacturing and marketing arm of Russia’s Roust Group. With this strategic alliance, the United Spirits will introduce the genuine Russian vodka brands manufactured and supplied by Russian Standard in India. While the Russian company, which has a broad distribution network in Russia and other CIS markets, will market the premium whiskey brands of United Spirits in Russia.

This marks United Spirits’ strong foray into Russia , one of Asia’s fast growing consumer markets. Vijay Mallya, chairman, UB Group said that “While Russia is a virgin market for our whiskey brands, the genuine Russian vodka manufactured and supplied by our partner will be a real value addition to our Indian portfolio.”

Roust Group’s main company — Roust Inc is a private trading company specialising in premium consumer products. It controls over 60 per cent of sales of all premium alcohol in Russia and as a long-standing exclusive distributor of premium alcohol brands like Cinzano, Smirnoff, Johnnie Walker, Gordon’s, Bailey’s, Veuve Clicquot, Jagermeister and others. Russian Standard Vodka, one of the premium vodka brand of Roust Group has a share of over 60 per cent of all local and imported premium vodkas in Russia. It is also exported in more than 20 countries including US, CIS, Italy, UK, Greece, Bulgaria and Baltic Republics.