Russia's number one premium vodka company, Russian Standard, is planning a move into the UK after opening what it describes as the world's most advanced vodka distillery.
The new £32m plant in St Petersburg doubles production capacity and enables Russian Standard to embark on aggressive expansion across Europe and into Asia and the US, appealing to the strong trends of premium and authenticity. Russian Standard claims it is the only vodka made completely in Russia.
The first bottles came off the production line last weekend during a £1.6m launch event, co-hosted by Russian Standard founder and chairman Roustam Tariko and the governor of St Petersburg. The distillery will produce 22,500 bottles per hour and four million cases annually.
Russian Standard produces three premium vodkas: Original, Platinum and the ultra-premium Imperia. It dominates the premium segment in Russia, the world's biggest vodka market, with a 65% share.
The immediate focus for expansion is Germany and the US but Antoine Kin, Imperia brand manager, said there was huge potential to enter the UK market in the short term, subject to distribution negotiations. "The target is to be everywhere, from high end bars and off-licences to supermarkets," he said. "You don't get a near 70% market share in premium vodka in the world's biggest market without being in supermarkets. We are eyeing the UK."
Tariko added: "The UK is complex as it is heavily dominated by cheap vodka and we will be up against Diageo. But our objective is to be number one in all markets."
The company believes it can change the UK's habit of drinking vodka as a mixer. "When the vodka is good people will drink it as a shot," said Tariko. "Ours is rectified eight times."
Russian Standard, founded in 1992, comprises businesses in premium vodka, spirits distribution, banking and insurance.
The new £32m plant in St Petersburg doubles production capacity and enables Russian Standard to embark on aggressive expansion across Europe and into Asia and the US, appealing to the strong trends of premium and authenticity. Russian Standard claims it is the only vodka made completely in Russia.
The first bottles came off the production line last weekend during a £1.6m launch event, co-hosted by Russian Standard founder and chairman Roustam Tariko and the governor of St Petersburg. The distillery will produce 22,500 bottles per hour and four million cases annually.
Russian Standard produces three premium vodkas: Original, Platinum and the ultra-premium Imperia. It dominates the premium segment in Russia, the world's biggest vodka market, with a 65% share.
The immediate focus for expansion is Germany and the US but Antoine Kin, Imperia brand manager, said there was huge potential to enter the UK market in the short term, subject to distribution negotiations. "The target is to be everywhere, from high end bars and off-licences to supermarkets," he said. "You don't get a near 70% market share in premium vodka in the world's biggest market without being in supermarkets. We are eyeing the UK."
Tariko added: "The UK is complex as it is heavily dominated by cheap vodka and we will be up against Diageo. But our objective is to be number one in all markets."
The company believes it can change the UK's habit of drinking vodka as a mixer. "When the vodka is good people will drink it as a shot," said Tariko. "Ours is rectified eight times."
Russian Standard, founded in 1992, comprises businesses in premium vodka, spirits distribution, banking and insurance.
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