Ukrainian vodka brand Nemiroff has hailed high-profile partnerships with Premier League football clubs for helping it to grow sales in a declining spirits market.
Sales of Nemiroff vodka have climbed 24% to £6.3m in the past year [NIQ 52 w/e 13 September 2025].
The brand – which launched in the UK in 2018 and is sold in retailers including Sainsbury’s, Asda and Tesco – is now the fastest growing brand in the ‘standard-plus’ vodka segment (>£22.50/l).
Nemiroff credited “multi-channel marketing activations” in support of its partnerships with Aston Villa, Everton FC, Fulham FC and West Ham United for helping sales grow ahead of rivals including Grey Goose, Absolut, and Smirnoff.
“We focused on amplifying awareness and relevance through a series of multi-channel marketing activations built around our partnerships with Premier League football clubs,” said Nemiroff CEO Yuriy Sorochynskiy. “These collaborations have significantly strengthened Nemiroff’s connection with vodka drinkers, enhancing both visibility and emotional engagement.”
Nemiroff launched a nationwide promotion with its retail partners this summer, Sorochynskiy said. The competition offered shoppers the chance to win “VIP match-day experiences” at its Premier League partner clubs.
This had “not only boosted rate of sale but also effectively converted brand awareness into purchase”, he claimed.
“During this period, our strategy was to prioritise velocity and share gains in existing points of distribution rather than expand listings,” he said. “As a result, Nemiroff’s impressive growth reflects organic brand rotation and consumer switch from competing brands to Nemiroff.”
However, the brand was now looking to grow grocery distribution further, Sorochynskiy admitted.
Nemiroff was founded in Ukraine in 1872 and its main distillery is located in the city Nemyriv, some 250km south-west of Kyiv.
Its roster includes its flagship De Luxe vodka and The Inked Collection flavoured vodkas, available in expressions such as Bold Orange, Wild Cranberry, Burning Pear and Hot Pepper.
In the UK, the brand is distributed by scotch whisky maker Whyte & MacKay.
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