RU

BELUGA GROUP to bring Sazerac's brand Fireball onto the Russia market

16
november 2020

BELUGA GROUP, Russia’s largest alcohol company, continues to strengthen its imported brand portfolio with global market players, offering its customers products of high quality which hold leading positions in category. Having signed the agreement with Sazerac (ranked American Whiskey Producer of the Year by International Spirits Challenge 2020), effective as of October 2020, BELUGA GROUP is now the exclusive Russian distributor of Fireball Whisky Liqueur, the first product from this category in its portfolio.  

Fireball is a world-famous brand represented in over 90 different countries. This sweet 33-degree blend of Canadian whisky with natural cinnamon flavors is especially popular with young adults who consume in bars or at home. Being America's best-selling whiskey brand, Fireball has a lot of potential in the Russian market.  

Fireball sales in Russia are scheduled to kick off in the second quarter of 2021.  

Sazerac's commentary,

“As a privately owned company, we are always looking for similar values with our international partners and found this with BELUGA GROUP – obsessed with quality, long-term strategic approach. Moreover, Russia is one of the strongest and largest global Spirit markets with a long tradition and understanding of qualitative spirits. In a nutshell, we see the opportunity to build and establish a new category with the Russian consumer as our Fireball shot speaks to the high energetic, bold young Russian consumer who wants to ignite the night”

About Sazerac

Sazerac is one of the largest spirits companies in the United States. It commands respect in the distilling industry and is a winner of numerous international awards. Sazerac's portfolio include Buffalo Trace, Early Times, Benchmark, and Fireball.

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