RUSSIA: Central European Distribution Corporation on even keel - Russian Standard

By | 11 November 2013

Russian Standard acquired CEDC in June this year

Russian Standard acquired CEDC in June this year

Russian Standard has told just-drinks it has “stabilised” its recent acquisition Central European Distribution Corporation and will not cut jobs at the Zubrówka vodka maker for the foreseeable future.

In an exclusive interview today (11 November), Preston Mendenhall, Russian Standard's VP of strategy, said getting CEDC back on track is his company's “biggest achievement so far”. “We focussed on stabilising (CEDC) financially, in terms of market share, people, human resources, and production process, and that has been done," Mendenhall said.

The workforce at CEDC will “remain stable”, Mendenhall added. 

Russian Standard completed its takeover of CEDC this year after bailing the company out of spiralling debts. The takeover increased Russian Standard's volumes by around ten-fold and added around 20 brands to its portfolio.

Mendenhall said the company is now looking to repeat the international success of its namesake vodka with CEDC brands such as Zubrówka and Green Mark, which Russian Standard rolled out to the US on the day it announced the completion of the CEDC purchase. 

He said: “(The acquisition) was a large step up, but also an opportunity to find synergies. We believe Zubrówka has tremendous opportunity internationally ... so you'll see a focus from us to continue on Russian Standard vodka brands, on Zubrówka and also on Green Mark.

Russian Standard is launching its latest global campaign tonight at London's British Science Museum. The campaign will be fronted by Venezuelan-American television personality and “performance philosopher” Jason Silva.

Expert analysis

Vodka in BRIC to 2015: Market Guide

Synopsis Canadean’s, "Vodka in BRIC to 2015: Market Guide" provides in-depth detail on the trends and drivers of the Vodka market in BRIC. The report includes quantitative information (historic and forecast market values). The report provides data, analyses and opinion to help companies in the Alcoholic Drinks industry better understand the changes in their environment, seize opportunities and formulate crucial business strategies. Summary This report is the result of Canadean’s extensive market research covering the Vodka market in BRIC. The report provides a top-level overview and detailed insight into the operating environment for the Vodka market in BRIC. It is an essential tool for companies active across the Alcoholic Drinks value chain and for new players that are considering entering the market. Scope • Overview of the Vodka market in BRIC. • Analysis of the Vodka market and its categories (where applicable), including full year 2010 consumption value and forecasts until 2015 • Historic and forecast consumption values for Vodka for the period 2005 through to 2015 Reasons To Buy • The report provides you with important figures for the Vodka market in BRIC with individual country analysis. • The report will help you to identify trends by analyzing historical industry data. • The report will help you analyze the market with detailed historic and forecast market values, segmented at category level (where applicable). • The report will help you to enhance your knowledge of the market with key figures on consumption value and segmentation by category for the historic period. • The report will help you to plan future business decisions using forecast figures for the market. Key Highlights NA

Sectors: Mergers & acquisitions, Spirits

Companies: CEDC, Russian Standard

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