Normally sold in a standard 70cl bottle, the company has introduced a 1-litre bottle and a highly affordable 20cl bottle exclusively for Australian consumers. The RRP for Tovaritch! in Australia is AUD62 for a 1-litre bottle; AUD46 for 70cl; and AUD14 for 20cl.
Tovaritch! is being imported and distributed in Australia by ALM Liquor, the warehouse and distribution company supply independent retailers across Australia. The brand is sold through Independent Beverage Partners, the sales division of ALM. The sales focus will be off-trade, primarily via independent outlets including supermarkets selling liquor and on-premise outlets.
“We are excited to launch our European product line – produced in Riga, Latvia – this month,” said founder & CEO Eugenio Litta Modignani. “Our brand is 100% European and is appreciated by those who demand high quality at competitive prices. We have attained 147 independent industry awards and is fast-growing as a global brand with stockists in 24 countries.”
Commenting on the importance of the Australian market for his brand, Litta Modignani added: “In agreement with our distribution partners, we decided to introduce a small pack size as it is not only cost-effective for Australian consumers but also perfect for crafting up to six cocktails. We have aligned our pricing strategy competitively compared with other well-known vodkas, but what sets us apart is our superior European quality.”
David Cloutt, the national merchandise manager for Independent Beverage Partners, added: “With its outstanding liquid, exceptional brand support and exciting new packaging, the Tovaritch! brand is ripe for a resurgence in the Australian market. Independent Beverage Partners is proud to be offering this high-quality product to our network of independent retailers, both off and on-premise.”
The team behind the brand are keen to point out that buyers must not be confused by the Russian-sounding brand name as the product is European. The word ‘tovaritch’ means ‘friend’ or ‘buddy’ in Russian. The name reflects the recipe’s 200-year heritage and forms the basis of the brand’s ethos.
Production and sourcing immediately switched to Europe in February 2022, as soon as the attacks by Russia on Ukraine began, so that Tovaritch! is European through and through. The spirit is made in the EU, and uses only European materials in terms of ingredients, production, and packaging.
The traditional recipe was created in the 18th Century by the noble family of Count Jules Rene Litta. Marquis Eugenio Litta Modignani, who founded the modern company that owns the brand, TSI S.A., rediscovered the family masterpiece and launched this authentic brand in the 20th Century. Tradition is at the heart of the brand, but a contemporary approach is the key to its global success.
