The temporal lobe was offered to India – Newspaper Kommersant No. 34 (7479) of 02/28/2023

Producer of the third most popular whiskey in the world The Officer’s Choice Indian Allied Blenders & Distillers (ABD) will enter the Russian market. The Alcoholic Siberian Group (ASG) became the exclusive distributor of the two brands of the company, claiming the market share that was freed up after the departure of some Western brands. An increase in the cost of supplies for parallel imports can expand niches for new brands, but their promotion will require serious investments and several years.

ASG has agreed on the exclusive distribution in Russia of The Officer’s Choice and Sterling Reserve whiskeys from India’s Allied Blenders & Distillers. Kommersant was told about this in the ASG. Deliveries began in February. In Russia, ABD brands have not been presented before, the ASG notes. They clarified that the contract is valid until October 2025, the specific sales volume was not agreed upon. Whiskey The Officer’s Choice Blue from malt Scottish spirits and grain Indian distillates will cost 1-1.2 thousand rubles. for a bottle of 0.75 liters. And Sterling Reserve from Scottish distillates – from 1.1 thousand rubles. up to 1.5 thousand rubles. for a bottle. ABD did not provide comment.

The LRA says that the partnership with ABD was facilitated by the changes in 2022, when the world’s largest whiskey producers suspended deliveries to the Russian Federation, and the remaining imported brands rose noticeably in price. As a result, 25% of the whiskey market in the price category from 900 rubles was released for new brands. up to 1.2 thousand rubles. per bottle, calculated in the LRA. The company also previously began distributing whiskey and rum to India’s ADS Distilleries and plans to sell over 2 million bottles of all Indian brands this year. As noted in the LRA, India produces 60% of the world’s whiskey, but drinks from the country are not yet represented in Russia.

The category of whiskey has become the most affected in the Russian alcohol market from trade restrictions after the outbreak of hostilities in Ukraine. According to WineRetail estimates, bottled whiskey imports have halved in 2022, to 11-12 million liters, bulk deliveries have increased by 25%, to 5 million liters. Some brands, including Johnnie Walker, Jack Daniel’s, Bushmills, Jim Beam, White Horse, were allowed for parallel import in November 2022, and the number their suppliers is growing. In addition, 36 new local whiskey brands entered the market in the nine months of 2022, according to NielsenIQ.

Dmitry Isachenkov, director of development at Ladoga, says that there are opportunities for new whiskey brands, especially now that the marketing influence of big brands has weakened. According to him, Ladoga also plans to supplement its whiskey portfolio, which includes drinks from Scotland, Ireland, the USA, Japan and Russia, with products from India. Tatspirtprom says they are exploring the possibility of importing whiskey from China. For the time being, Rust Group of Companies plans to focus on the development of its own whiskey brand Darrow.

Alexander Stavtsev, head of the WineRetail information center, notes that new imported whiskey brands may have potential on the Russian market, especially in the long term. According to him, because of the previously strong ruble, now there is whiskey imported through parallel imports at an attractive price on the shelf, but as the exchange rate of foreign currencies rises, such drinks will become more expensive. In addition, the copyright holders themselves may try to interfere with deliveries to the Russian Federation, the expert adds.

But, adds Mr. Stavtsev, consumers do not reorient themselves to new brands of whiskey and may generally refuse to buy if they do not find an understandable brand. Andrey Ushakov, marketing director of Luding Group, also notes that new brands are always a certain skepticism on the part of consumers, and serious investments in marketing will be required to develop sales. Increasing consumer loyalty will be a major challenge for new players, he says. Alexander Lipilin, executive director of the Fort wine trading company, believes that the formation of the image of a new brand may take several years.

Anatoly Kostyrev