Ukrainian vodka Nemiroff has partnered with spirits producer Hardenberg-Wilthen to expand the distribution of its De Luxe range in Germany
While Nemiroff previously had a limited presence in Germany
selling its The Originals line in the value segment through ethnic stores nearly two decades ago
the new launch marks a ‘significant’ shift in ambition and positioning
The strategic partnership aims to establish Nemiroff’s long-term presence in Germany’s competitive spirits market
said: “This is a milestone moment for Nemiroff
De Luxe embodies our premium vision and international brand-building journey
“To reach a wider German audience and enter national retail chains
we needed a partner with deep market knowledge and strong distribution capabilities
We’re proud to join forces with Hardenberg-Wilthen.”
German spirits producer Hardenberg-Wilthen is located in Lower Saxony and boasts more than 300 years of distilling heritage
the company is said to bring extensive expertise in the alcohol sector
an advantage for Nemiroff as it expands its presence in Europe
commented: “International premium brands are a valuable addition to our portfolio
but also the selection on the shelf and appeal to different target groups
“Nemiroff De Luxe Vodka impresses with its exceptional purity and modern production process
We are delighted to be able to offer this renowned Ukrainian brand in Germany and to continue its success story.”
The distribution deal in Germany starts with a focus on the off-trade
Plans are also underway to secure listings with leading national retailers
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The deal sees the group's De Luxe vodka range distributed in Germany retail chains
Ukrainian vodka producer Nemiroff has signed new distribution agreement with spirits group Hardenberg-Wilthen to expand its presence in Germany’s mainstream retail market
The deal will see the group’s De Luxe vodka range distributed in major German retail chains for the first time
One of its confirmed listings includes local supermarket Rewe
While Nemiroff has had a presence in Germany for around 20 years
it solely distributed the lower-priced Nemiroff Originals range to “ethnic stores”
adding that now with its Nemiroff De Luxe range
the company was “taking a new strategic direction – aiming to reach a wider consumer base through national retail chains
supported by our new partnership with Hardenberg-Wilthen”
Hardenberg-Wilthen described Nemiroff as a “respected” brand with more than 150 years of history
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board member of Hardenberg-Wilthen said: “International brands and premium spirits are an important addition to our own brands
They not only enrich our range but also the selection on the shelf and appeal to different target groups.”
Nemiroff’s new partnership will initially concentrate on the off-trade channel
with an eventual move into the on-trade under consideration
The 37.5% abv Nemiroff De Luxe Vodka in Germany has a RRP of €13.99 for a 0.7l bottle and €19.99 for a 1l bottle
Fehling added: “Nemiroff De Luxe Vodka impresses with its exceptional purity and its traditional production process
We are pleased to now offer this renowned Ukrainian brand in Germany and to continue its success story.”
the De Luxe vodka brand is sold in several European countries
The German launch adds to a string of international distribution deals Nemiroff signed in 2024
Speaking to Just Drinks in August on Nemiroff’s market expansion plans
CEO Yuriy Sorochynskiy said: “In our very well-established markets
we are at the beginning [of] building the distribution
starting to build the brand awareness.”
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