|
|
Àêöèÿ
ÎÔ²Ö²ÉͲ ÏÐÀÂÈËÀ ÌÀÐÊÅÒÈÍÃÎÂÎÃÎ ÇÀÕÎÄÓ
ÒÌ Johnnie Walker Red Label, Baileys, Sheridans,
Jose Cuervo Especial Reposado, Gordons
Îðãàí³çàòîð Ìàðêåòèíãîâîãî çàõîäó
×èòàòü äàëåå
|
 |
|
| |
Ñìåøàííîå âèñêè (Blended Whisky)
|
Ñìåøèâàíèå ñîëîäîâîãî âèñêè è çåðíîâîãî ñ ïîñëåäóþùåé íåïðåðûâíîé ïåðåãîíêîé äà¸ò íîâûé òèï âèñêè, íàçûâàåìûé Blended (ñìåøàííîå). Ýòîò íàïèòîê ìîæåò ñîäåðæàòü äî ïÿòèäåñÿòè ðàçëè÷íûõ âèäîâ ñîëîäîâîãî è çåðíîâîãî âèñêè. Êàæäàÿ ìàðêà îáëàäàåò ñîáñòâåííûì áóêåòîì, êîòîðûé ñòðîãî âûäåðæèâàåòñÿ ïðîèçâîäèòåëÿìè ñ öåëüþ ñîõðàíåíèÿ ïîñòîÿííîãî âêóñà. Íàäïèñü íà ýòèêåòêå ñìåøàííîãî âèñêè "Premium" è "Deluxe" îçíà÷àåò, ÷òî ïîòðåáèòåëü èìååò äåëî ñ íàèáîëåå èçûñêàííûìè è äîðîãèìè ñîðòàìè. Òàêîå âèñêè ñîäåðæèò â êà÷åñòâå êîìïîíåíòîâ çíà÷èòåëüíîå êîëè÷åñòâî áîëåå âûäåðæàííûõ ñîëîäîâûõ âèñêè....
×èòàòü ïîëíîñòüþ |
Êàê ïüþò âèñêè
|
Ïðè ìíîãîîáðàçèè òèïîâ è ìàðîê, âèñêè ïðè îáùåì íàçâàíèè çíà÷èòåëüíî îòëè÷àþòñÿ äðóã îò äðóãà âêóñîì è çàïàõîì. Âîò ïî÷åìó îíè èñïîëüçóåòñÿ ïî ðàçíîìó. Áóäó÷è óíèâåðñàëüíûì íàïèòêîì, âèñêè ïðèìåíÿåòñÿ êàê àïåðèòèâ, è êàê íàïèòîê äëÿ óòîëåííèÿ æàæäû, è âìåñòî êîíüÿêà êàê çàêëþ÷èòåëüíûé àêêîðä ïîñëå îáåäà....
×èòàòü ïîëíîñòüþ |
Ðàçíîâèäíîñòè âèñêè
|
Óñïåõ âèñêè ïîäòîëêíóë âèíîäåëîâ ïëàíåòû ê âûðàáîòêå ïîäîáíûõ ñîáñòâåííûõ çëàêîâûõ ñïèðòîâûõ íàïèòêîâ, äèñòèëëèðîâàííûõ è âûäåðæàííûõ â áî÷êàõ. Îäíîé èç ïåðâûõ ñòðàí ïîøëà ïî ýòîìó ïóòè ßïîíèÿ. Øèíæèðî Òîðèè , ñîçäàòåëü âèñêè Ñàíòîðè (Santory) , îòêðûë ñâîé ïåðâûé çàâîä â 1923 ãîäó â ßìàçàêè. Óñèëèÿ ôèðìû "Ñàíòîðè" áûëè íàïðàâëåííû íà ïîèñê ñîáñòâåííîé àðîìàòè÷åñêîé ãàììû âèñêè. Äëÿ ýòîãî èñïîëüçîâàëàñü âîäà ðàçíîãî êà÷åñòâà, íåñêîëüêî òèïîâ ïåðåãîííûõ àïïàðàòîâ, áî÷êè èç-ïîä õåðåñà, ðîìà, âèñêè áóðáîí....
×èòàòü ïîëíîñòüþ |
|
| Ïåðåéòè â ðàçäåë: "Ñòàòüè" |
|
|
|
|
|
|
Global ambitions
20.06.2011 | Russian Standard owner and president Roustam Tariko discusses his plans for the company with Alexander Smith (The IWSR Magazine)
|
The IWSR Magazine: How did you get involved in the spirits business?
Roustam Tariko: My background is distribution. My first business was the distribution of the Martini & Rossi companys brands in Russia. I took the profits and then invested in vodka brands in 1998. Then, I took the opportunity, prompted by the crisis of 1998, to invest in banking. But it all started with distribution of agency brands. That is where I came from.
The IWSR Magazine: In a very short period Russian Standard has seemingly come out of nowhere to become one of the most dynamic brands in the global marketplace. What is the basis of the brands success?
Roustam Tariko: A lot of people in the vodka business were very opportunistic over the last decade. There were hundreds, if not thousands, of brands launched particularly in the US, but elsewhere too. Many of these brands offered nothing in terms of heritage, story or quality of the product. Behind the beautiful bottle and label, there wasnt anything. The majority of vodka brands are still like that. We were different and set about doing everything right. When we decided to become a global player we said we were going to put all the pieces in place the provenance, the experience, the quality of the ingredients, the quality of the packaging and communication. There are well-known players that dont care about their production facilities or their ingredients, for instance. For Russian Standard it is the opposite. We are investing to become a fully vertically integrated company. This year we bought the best spirits production facility imaginable. Now we want to buy our own field to grow our own grain. Why? Because we want to control all the elements to ensure we produce the best vodka possible. That is why our advertising says: Vodka as it should be. There are very few brands that are as committed across the board.
The IWSR Magazine: What will be your role in that consolidation? You were negotiating to acquire Nemiroff, but that has fallen through. What is your approach to acquisitions going to be?
Roustam Tariko: Russian Standard is a conservative company. We are only interested in good, value-enhancing assets. We will definitely not go and buy companies and brands just for volume growth. We want to buy good companies with strong brands and good production facilities and infrastructure. There are very few of those kinds of companies around. Six years ago, when I was looking to acquire a vodka production plant, I looked for three years and couldnt find anything suitable. They were all old Soviet-style plants. So we decided to build our own. The situation and opportunity to acquire brands is better. There are some good, recently launched brands that are popular among Russian consumers. I cant mention them, but I am aggressively looking at several options.
The IWSR Magazine: What about international acquisitions. Is there any interest there, or are you mostly going to be focused on Russia?
Roustam Tariko: Yes, I am interested in international acquisitions. Companies like Pernod Ricard have bought so many brands that they cannot possibly handle them all. I am interested in some Pernod Ricard brands and the brands of some other companies, which we may acquire and grow ourselves.
The IWSR Magazine: So you want to become a full portfolio company. You are not going to just focus on vodka or the Russian Standard brand? You want to participate in other categories.
Roustam Tariko: We still want to focus on vodka to a great extent. Vodka will be our number one, two and three priorities. Our fourth priority would be other brands and categories. It is difficult for us to find anything comparable or as attractive as the vodka business. We are from Russia. Vodka is considered to be a Russian product around the world and we know how to produce good vodka.
The IWSR Magazine: What is your broad goal for growing the Russian Standard brand?
Roustam Tariko: Our goal is very simple. We want to be a top three global vodka brand, along with Smirnoff and Absolut, by the end of this year. That means we have to be present in different markets. We have to continue to be the dominant premium player in Russia, which we are. We are also doing very well in many markets. Two years ago, 70% of Russian Standard was sold in Russia and 30% exported Now it is the reverse.
The IWSR Magazine: What is your global distribution strategy? Are you going to work chiefly through third parties, or will you set up wholly-owned distribution in key markets?
Roustam Tariko: The majority will be third parties. Local knowledge is important. We have good distribution alliances around the world, which are doing a very good job for us. In the US, we went by ourselves because of the three-tier system. The wholesalers are multi-brand distributors. We needed to set up our own marketing office. In Europe, it is important to have strong local distributors.
|
|
|