Waitrose rolls out Beluga Noble vodka

Black Grouse Alpha Edition exclusive for Waitrose

Waitrose is increasing its listings of premium Russian vodka Beluga Noble by 150 stores.

Beluga Noble, which launched into 11 stores last October (rsp: £40.70), will be sold in 161 branches from this month. Also available in a Gold version sold in Harvey Nichols and wine boutique Hedonism Wines, the brand has been ramping up its UK presence with activity including sponsorship of events at Royal Ascot and Christie’s auction house. l Waitrose is exclusively stocking a new-look version of The Black Grouse Alpha Edition - a darker, smokier version of the whisky. The new-look bottle, designed to highlight the premium cues of the brand, is going into 65 stores (rsp: £36.50).