The RSV company (Rustam Tariko’s Rust vodka group) filed an application for registration of the Russian Standard Moscow Mule trademark in May 2023. Previously, under this name, low-alcohol cocktails were produced in the USA in a can aluminum, writes Kommersant.
By the end of 2022, the group’s low-alcohol cocktail sales grew 77% year-on-year, topping 2.27 million nine-litre cases, and the positive growth dynamics continued in 2023, the company said.
The low-alcohol cocktail category continues to grow dynamically, competition is also intensifying. The line of vodka-based cocktails is being developed by the Alcoholic Siberian Group (Belaya Birch, Five Lakes, Husky brands), and the KVK Group (Koktebel cognac, Medoff vodka) intends to expand the distribution of Longer.
According to market participants, for sales of such cocktails, the price and scale of distribution are more important, and consumers are more important with ease. It can go from one brand to another.
- In 2022, 36 new whiskey brands, 20 new gin brands and 20 liqueurs and bitters appeared on the Russian market.
- A third of Russians are willing to buy alcohol online if there is a special stamp on such products. One in five consumers wants to be able to study the composition of the products before placing the order.
Author:
karina pardaeva
Source: RB
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