Grocery retailer Lenta will produce whiskey and brandy under its own brands.

The production of beverages will be transferred under contract to Russian and foreign manufacturers, Alexander Kotlyarov, commercial director for private label management and imports at Lenta, told Kommersant.

The company already has private labels of vodka, beer and sparkling wine, but there are not many such products, a representative of the chain explained. Private labels account for 10% of all alcohol sold in the chain’s stores.

The decision to focus on whiskey, brandy, rum and low-alcohol drinks under its own brands will allow Lenta to increase sales of more affordable products and compete with Krasny & Bely and X5 Group, the key players in this price segment. But the company will find it difficult to organize the sale of its alcohol in other networks, experts say.

In April 2024, Lenta announced the testing of compact wine and grocery stores. The chain decided to open five outlets in St. Petersburg and the Leningrad region under the Vingarage brand. The assortment includes the most popular and sought-after items from the company’s hypermarkets and supermarkets.