Whyte & Mackay is to replace First Drinks Brands as UK distributor of fast-growing vodka brand Russian Standard from 1 January 2012.
Whyte & Mackay has subsequently announced a £10m investment in the brand for next year, while First Drinks Brand, which has distributed Russian Standard for four years, says it is “actively pursuing other opportunities” to find a new vodka.
Russian Standard International, the brand’s parent company, said it went through a “thorough and rigorous selection process” to find a new distributor
“The distribution arrangement we have agreed with Whyte & Mackay offers us an exciting chance to manage our brand more closely in the UK market and we look forward to working alongside our new partners at Whyte & Mackay,” said Jonathan Stordy, chief executive at Russian Standard international.
“We would like to thank First Drinks Brands for a very successful four years distributing our brand. It was a difficult decision to change distributors but the opportunity to take greater control of our route to market in the UK, in partnership with Whyte & Mackay is extremely attractive.”
In a statement, First Drinks Brands said: “Over the last four years, First Drinks Brands has worked successfully with Russian Standard Vodka to build the brand to its current position as a top vodka brand in the UK.
“First Drinks Brands is actively pursuing other opportunities with a view to finding a new vodka for its portfolio of iconic brands.
“As part of William Grant & Sons, First Drinks Brands is able to take a longer term perspective and changes to the portfolio are part of the fast moving and dynamic environment of the UK drinks industry. First Drinks Brands has one of the most extensive premium portfolios and will continue to focus on building brands and delivering results for its entire business.”
Russian Standard is now the number one premium vodka brand in the UK, according to data from Nielsen and CGA.
