Beluga vodka manufacturer plans to produce snacks and appetizers

The company’s portfolio includes Fox&Dogs whiskey. The launch of related products with a brand similar to the flagship indicates a return to the practice of general advertising, which was popular in the early 2000s, notes the secretary of the Alcopro guild, Andrey Moskovsky. And since the direct promotion of alcohol is prohibited, the production of snacks and snacks under the Fox and Dogs brand will allow the Novabev Group to draw attention to its whiskey.

The owner of the Kaufman brand agency, Stanislav Kaufman, believes that the Novabev Group, with the launch of an umbrella brand, is not only promoting its whiskey, but also expanding into other product categories. This could help attract new audiences, including young people who are active snack consumers, he suggested.

According to NielsenIQ study results, from January to July 2024, physical sales of whiskey overall increased by 20.9% and cash sales by 5.2%.

Currently the whiskey market is oversaturated, since in the last two years Russian alcoholic companies have been actively introducing new brands, and now their number should decrease, says Vadim Drobiz, director of CIFRRA.

According to NielsenIQ, in January-July 2024, the number of whiskey brands in Russian retail has already dropped to 42, while a year earlier it was 45.

• In 2023, Beluga Group changed its name to Novabev Group. The external public often confused the group’s brand with the vodka brand and vice versa. The company wanted to eliminate these discrepancies, even though in the fall of 2022 the international rights to the flagship premium vodka brand were sold for $75 million.