Russian Standard Vodka Announces 2010 Growth ResultsMarch 14, 2011
St. Petersburg, Russia, March 1, 2011 – Russian Standard Vodka, Russia’s number one premium vodka, today announced key results and achievements for 2010. Over the course of the year, the company successfully consolidated its position in focus markets, showing impressive results for a post-crisis year with total sales of 2.5 million 9L cases. Russian Standard has been and remains the only authentic Russian consumer brand with a global presence, becoming one of the fastest growing spirits brands in the world in less than 10 years (Drinks International, 2010). The brand has also been cited an industry leader by top industry sources including IMPACT Magazine, IWSR, and Euromonitor.
In Russian Standard’s key international markets – the U.S., the U.K., Germany, and Australia – the brand achieved significant growth in 2010. In the United States, Russian Standard grew by over 30%, with Russian Standard Platinum showing an incredible 62% growth. In the United Kingdom, the brand also grew by 30%, surpassing Absolut as the 2nd premium vodka brand nationwide. In Germany, where other premium brands saw volumes either decline or stagnate, Russian Standard grew by more than 12%, positioning itself among the top three vodka brands along with Smirnoff and Absolut. Just a few months after the August 2010 launch of Russian Standard in Australia, the brand captured over 5% of the entire vodka market. In reaction to this impressive success, the Australian market prompted the launch of the brand’s first ready-to-drink cocktail, “Russian Standard Citrus”, which is quickly proving to be just as popular.
To stimulate the spit-fire growth, Russian Standard Vodka invested over $80 million dollars in marketing and advertising campaigns in 2010. These large-scale investments targeted Europe, the U.S., Australia, and Russia specifically, but also allowed for a successful brand launch in a number of new markets. Russian Standard is proud to announce a strong presence in over 75 countries spread across five continents.
In 2010, Russian Standard Vodka purchased the Buinsky Spirit Distillery through an agreement with the government of the Republic of Tatarstan. This acquisition will result in the creation of a vertically-integrated company by providing Russian Standard with the last missing element of its already successful production chain – its own spirit production facility. In 2011, a full-scale modernization program is planned for the newly acquired spirit distillery with an investment volume of $8 - $10 million. Building upon its $60 million state-of-the-art distillery in St. Petersburg, this acquisition will provide Russian Standard the ability to further improve quality and guarantee a stable supply for the increasing demand in Russia and around the world.
“While many premium brands struggled in 2010, Russian Standard achieved a clear breakthrough in its international expansion, surpassing established brands such as Smirnoff and Absolut in some markets. In the last decade, no other premium spirit brand has been able to achieve the global reach and success of Russian Standard Vodka, archived just in 11 years,” said Roustam Tariko, founder and chairman of Russian Standard.
Plans for 2011 include further global expansion via increased sales both in Russia and abroad; continued investments in marketing and advertising; and production tweaks at the brand's new distillery. Russian Standard's global aim is to become one of the three leading premium vodka producers in the world.