Ukrainian vodka producer Nemiroff has signed new distribution agreement with spirits group Hardenberg-Wilthen to expand its presence in Germany’s mainstream retail market.
The deal will see the group’s De Luxe vodka range distributed in major German retail chains for the first time.
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One of its confirmed listings includes local supermarket Rewe, a Nemiroff spokesperson told Just Drinks.
While Nemiroff has had a presence in Germany for around 20 years, it solely distributed the lower-priced Nemiroff Originals range to “ethnic stores”, according to the spokesperson.
“That route catered to a specific, more traditional audience,” they said, adding that now with its Nemiroff De Luxe range, the company was “taking a new strategic direction – aiming to reach a wider consumer base through national retail chains, supported by our new partnership with Hardenberg-Wilthen”.
In a statement, Hardenberg-Wilthen described Nemiroff as a “respected” brand with more than 150 years of history.
Nicolaus Fehling, board member of Hardenberg-Wilthen said: “International brands and premium spirits are an important addition to our own brands. They not only enrich our range but also the selection on the shelf and appeal to different target groups.”
Nemiroff’s new partnership will initially concentrate on the off-trade channel, with an eventual move into the on-trade under consideration, the company spokesperson said.
The 37.5% abv Nemiroff De Luxe Vodka in Germany has a RRP of €13.99 for a 0.7l bottle and €19.99 for a 1l bottle.
Fehling added: “Nemiroff De Luxe Vodka impresses with its exceptional purity and its traditional production process. We are pleased to now offer this renowned Ukrainian brand in Germany and to continue its success story.”
In addition to its domestic market, Ukraine, and Germany, the De Luxe vodka brand is sold in several European countries, including Poland, Austria, the Benelux region, and the UK.
The German launch adds to a string of international distribution deals Nemiroff signed in 2024.
In August, the company expanded into Australia, following earlier agreements in India, Tunisia, Egypt, and Canada.
Speaking to Just Drinks in August on Nemiroff’s market expansion plans, CEO Yuriy Sorochynskiy said: “In our very well-established markets, we’re just increasing premiumisation. In developing markets, we are increasing our presence, penetration, increasing sales. In the new markets, we are at the beginning [of] building the distribution, filling a pipeline of products, starting to build the brand awareness.”
