Russia: Synergy, Co. launches restyled vodka "Belenkaya"

Today the first lot of restyled vodka “Belenkaya” was launched at “Traditsii Kachestva” (city of Krasnoznamensk, Moscow region) which is one of Synergy’s distilleries. Approximately one year long restyling has modified significantly this federal brand and made it more modern and recognizable.

For example, new bottle design was developed. The bottle shape became more elegant and ergonomic with additional counterfeit protection. Bottle cap itself is an exclusive construction which has never been used in Russia before. Now four stick labels are attached to the bottle with a temperature element on one of them. This element gets red when the optimal temperature for serving vodka is reached - minus 10 degrees Celsius. It is important to emphasize that despite of design developments, brand USP (Unique Selling Proposition) remained unchanged: vodka principal physicochemical parameters exceed GOST requirements 1.5-2 times, mainly due to the high technical level of the plant.

To restyle “Belenkaya” the plant “Traditsii Kachestva” was equipped with new production line with a capacity of 12 000 bottles per hour as well as de-palletizing equipment which atomizes bottles’ loading for production line and greatly increases the production capacity in general. All the rest plant’s departments were updated as per modern substitutes of new “Belenkaya”.

In spite of important economical changes in the country in 2008, “Belenkaya” sales’ volumes reached about 2 million decalitres. Synergy, Co. forecast is to sell not less than 2.3 million decalitres in 2009.

Commenting on restyling of vodka “Belenkaya”, marketing director of Synergy, Co, Oleg Yasenov, noted: “Belenkaya” brand has been producing in previous design since 2003 and its renewal today is more than logical. This is a strategic step in terms of brand positioning in its segment. One of the main tasks here is to enlarge target audience by attracting less conservative consumers and as a result to increase market share. Brand’s slogan – “Quality above GOST requirements” is reinforced by Company employees to maintain high quality standards. It is proved by the fact that “Belenkaya” market share grew in 2008 despite old-style design. After restyling, “Belenkaya” gained vivid, memorable appearance and kept at the same time its superior taste, that fully meets requirements of all consumers including new target audience. I am quite confident that “Belenkaya” will rapidly win competitors’ market share”.