RUSSIA: Diageo kicks off Shark Tooth rum production in Russia

By | 19 June 2013

Diageo is accelerating its expansion into Russia's rum market with the launch of a domestically-produced version of value brand Shark Tooth.

The spirit, which was released last month, is being manufactured for Diageo by Russia’s Ladoga Group with an abv of 40%. At RUB430 (US$13.40) per 50cl bottle, the price-point is significantly lower than its main competitors Bacardi and Pernod Ricard’s Havana Club.

According to Diageo, Shark Tooth will target the country's growing middle class.

The Shark Tooth brand name has previously been limited to a vodka, which Diageo launched in India in 2006.

Expert analysis

The Future of the Spirits Market in Russia to 2017

Synopsis • The Future of the Spirits Market in Russia to 2017 is the result of Canadean’s extensive market research covering the Spirits market in Russia. • The report presents detailed data on the Spirits consumption trends in Russia, historic and forecast consumption volume and value at market and category level, brand share, alcoholic strength, price segmentation data, and distribution channel data. • This report brings together Canadean Intelligence's research, modelling and analysis expertise in order to develop uniquely detailed market data. This allows domestic and foreign companies to identify the market dynamics to account for the Spirits sales overall and to know which categories and segments are in the ascendency in the coming years. Summary • This report provides authoritative and granular detail of the Spirits market in Russia; and in doing so fills the gaps in marketers’ understanding of market trends and the components of change causing them. • Based upon extensive secondary research, this report provides comprehensive and granular insights that allows marketers to confidently update their strategic and tactical plans. Scope Detailed category coverage is provided, covering eight product segments that include: Brandy, Gin & Genever, Liqueurs, Rum, Speciality Spirits, Tequila & Mezcal, Vodka, Whiskey. Detailed product sales segmentation for volumes is provided, including brand data (2009-12), sales by alcoholic strength (2009-12), sales by price segmentation (2009-12), and sales by distribution channel (2009-12), at the product category level. Future forecasts allow marketers to understand the future pattern of market trends; from winners and losers to category dynamics and thereby quickly and easily indentify the key areas in which they want to compete in the future. Reasons To Buy The report provides a unique mix of highly granular market data, based upon detailed industry research, in order to offer a detailed insight into the trends and dyn

Sectors: Product launches, Spirits

Companies: Diageo, Bacardi, Pernod, Ricard, Havana Club

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