Ukraine’s Nemiroff has partnered with German spirits producer Hardenberg-Wilthen to expand its namesake vodka brand’s presence in the latter’s domestic market.
The arrangement, announced this week, will see the group’s De Luxe vodka range distributed to major German retail multiples for the first time, having sold its The Originals line-up in the European country for nearly 20 years “in the value segment through ethnic stores”, Nemiroff said. Distribution of the De Luxe line has commenced, with an initial focus on the off-premise channel while “plans are underway to secure listings with leading national retailers”.
The vodka business said the news marks a “significant step in our premium international growth strategy”.
“This is a milestone moment for Nemiroff,” said group CEO Yuriy Sorochynskiy. “De Luxe embodies our premium vision and international brand-building journey.
“To reach a wider German audience and enter national retail chains, we needed a partner with deep market knowledge and strong distribution capabilities.”
Last November, Nemiroff secured sponsorship arrangements for the vodka with four soccer teams in the UK.
