host posted on August 20, 2010 10:12
Angostura Limited has reported one of their most successful market launches ever with the appointment of Simple Ltd, based in Moscow, as the distribution partner in Russia for the Angostura International Range.
The appointment of Simple Ltd could prove to be a very important one for Angostura as their distribution network is strongly integrated into Moscow’s on-trade scene where key emphasis is on being placed in the top on-trade accounts. Their off-trade distribution covers all major Russian and International retail chains and in addition to this Simple VIP customers and the B2B department, with almost 40 sales reps, is a very important part of their business giving them access to key private and corporate customers in Russia.
To launch the Angostura range a number of events took place in Moscow and St. Petersburg last December. Tasting, training, presentations and master classes were done by the company’s Senior Manager, John Georges, and Senior International Marketing Manager, Brian Woods. In total 10 different events with over 500 people in attendance took place over 4 days in Moscow and St. Petersburg. In addition a round of press interviews were carried out by Russian journalists resulting in some excellent PR coverage. John Georges commented that there is a great opportunity for Angostura to introduce the rums from Trinidad, he said: “We are offering them another look and taste, and they seem to like it.”
Since the launch the introduction of Angostura into the Russian market has been very successful with sales of rum up in the first half of 2010. Thousands of bottles of the company’s Reserva, 5 Year Old and 7 Year Old rums, part of the International Rum Range, were ordered by the Russian distributor and a second order has already been placed. The launch has been so successful that the Angostura rum range is already listed in the top 20 bars and restaurants in Moscow and is pouring in some of the newest trendy Moscow bars (Rolling Stones, MAO) and has presented the opportunity to brand one of the hottest summer terraces in Moscow.
Simple is very much focused on the on-trade where the range is very at home. This has allowed them to focus on an on-trade brand building program which consists predominantly of bartender community related activities e.g. sponsorship of the Russian Bartenders Association training school, activity in the only Russian bartender magazine “Bar News” and focus on the bartender web page www.inshaker.ru. The program has also included the creation of a Simple mobile bar and the hiring of a well known Moscow bartender as a Brand Ambassador to run various presentations, tastings and events with the bar.
In 2009, Angostura’s 1919 rum started the upward move when there was more than 100% increase in sales over the previous year. Premium quality rum is creating a wave internationally and becoming more and more popular. Throughout Europe, rum has experienced the same tremendous growth which Scotch achieved 5-7 years ago and globally 10-15 years ago. The interest in Angostura’s rums in Moscow was a welcome surprise given that it was a new market for the range. When asked why there was such an interest, reference was made to the fact that among bar owners and bartenders, Angostura aromatic bitters was a well known, prized commodity. They were willing to try the rums and were impressed by their quality, flavour profile and packaging.
As the current trend continues and as further growth opportunities are presented, Russia is anticipated to be the No.1 export market for Angostura in 2010 and the coming years.
Brian Woods, commented: “We have a great partner in this charismatic, driven company and we look forward to working with them in building the market for the International Rum Range there.”