Nemiroff’s CEO, Yuriy Sorochynskiy (fourth left) surrounded by representatives from the four Premier … [+]
Russia’s invasion of, and subsequent war in, Ukraine has not stopped some businesses from expanding internationally, In fact, looking beyond the war-torn domestic economy has been a necessity for many of them. In the vodka market, there have also been some clear benefits.
Sanctions on Russia and public pressure have forced retailers—from Amazon and Coty, to McDonald’s and TJ Maxx—to pull out or suspend operations. According to Yale’s Chief Executive Leadership Institute, more than 1,000 companies have withdrawn. They are led by U.S. entities with a 32% share, and the U.K. with 10.6%.
With made-in-Russia vodkas being spurned in the West, others like Tito’s Handmade Vodka and Diageo’s volume leader Smirnoff have filled the gaps in some markets. Ukraine’s Nemiroff has also taken advantage of the situation and is leading an export drive, with the U.K. as one of its top targets.
Sales in Britain last year increased sixfold thanks to a switch in distribution partner to Scotch producer Whyte & Mackay in mid-2023. The deal also enables Nemiroff to distribute the whisky maker’s products exclusively in Ukraine starting in January 2025. Nemiroff’s CEO, Yuriy Sorochynskiy told me: “The situation in Ukraine and sanctions against Russian products have opened up opportunities and given us some momentum.
Changing mindsets in Ukraine’s favor
“For many years, the world recognized vodka as a Russian product. This is not the case, and we are now making it about prestige Ukrainian products. We are showing the world that we can produce very-high-quality vodka with all the elements coming from within Ukraine.” However, changing mindsets often takes time.
Nemiroff had been in the U.K. for several years but at low volumes. The brand has entered supermarket chains like Sainsbury and Asda and is now doubling down on its latest sales burst by highlighting the brand in the sports arena. A Premier League sponsorship will be key to giving it greater exposure and act as an enabler in bringing it to more retailers and other consumer outlets in the U.K.
“It’s not an easy process but this is a top priority country for us. It is a strategic market and, also, the United Kingdom has supported Ukraine,” explained Sorochynskiy. Other established markets include Canada, the United States, and Australia.
A shoe into the English Premier League
For the first time, Nemiroff has partnered with four English Premier League clubs—Aston Villa, West Ham United, Everton, and Fulham FC—to roll out a campaign called “That’s My Spirit” which launched at London’s Tate Modern gallery last week.
Sorochynskiy said: “Each of our club partners brings unique strengths to the table. They unite millions of fans around the world (and) are perfectly aligned with Nemiroff’s aspirations. Their exceptional venues provide the ideal backdrop for showcasing our premium products, both in the UK and worldwide, opening new avenues for meaningful engagement. This is about more than logos on jerseys—it’s about forging connections: four clubs, one spirit. Partnering with these giants of the game, Nemiroff brings its own legacy into the mix.”
Nemiroff hopes its top-end Lex product will enter the British market in 2025.
As well as the brand exposure, the deal includes club-inspired cocktails, match-day activations and initiatives, digital engagement, merchandise collaborations, and support for grassroots football programs. The Premier League partnership will run “for at least two seasons” according to Sorochynskiy. “We will look closely at how this deal increases the consumption of our products,” he added.
Supporting Ukraine’s domestic market
Nemiroff also has an eye on lifting the Ukrainian economy. It is faring relatively well, with GDP set to end the year at $189 billion, up 3.5%. By comparison, Russia’s GDP is expected to grow at 3.9% said state-owned news agency Tass earlier today, quoting the country’s deputy prime minister Alexander Novak.
As the biggest vodka brand in Ukraine, Nemiroff is at the end of quite a long production chain that includes raw materials suppliers from grain to bottles, labels, and packaging. “Exports therefore have a direct economic impact at home,” said Sorochynskiy.
Nemiroff is unique among Ukraine’s vodka producers in being a big exporter, a process that began about 25 years ago. It was already the number three vodka brand in the world in the duty-free channel pre-Covid (based on IWSR figures).
Lex, Nemiroff’s revamped top-end luxury vodka, is not yet in the British market but there are hopes it might be introduced next year. Meanwhile, in North America, the company has signed a portfolio distribution deal with Southern Glazer’s Wine & Spirits covering Canada—and the U.S. also remains a future expansion target.
