International brand Nemiroff has beaten records and become an absolute leader in the Ukrainian vodka market. According to “MEMRB-IRI Retail Sales Monitoring in Ukraine” Ltd., (MEMRB*), the share of the international brand made up 18.2% in terms of money (UAH), and 17.5% expressed in physical terms (l) in December 2010/ January 2011.
It is a unique case when one of the brands takes the leading position both in natural and monetary terms. According to MEMRB International, Nemiroff brand held the largest share in the Ukrainian vodka market in monetary terms as within the particular periods of time, so basing on the year results.
| Sales Value UAH | F/M 10 | A/M 10 | J/J 10 | A/S 10 | O/N 10 | D10/J11 |
| MEMRB market | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% |
| Nemiroff | 18.0% | 17.7% | 16.1% | 16.9% | 17.1% | 18.2% |
| Khlibnii dar | 15.8% | 16.2% | 17.7% | 15.7% | 15.4% | 14.8% |
| Khortitsa | 16.7% | 16.7% | 16.4% | 16.1% | 14.2% | 13.3% |
| Medoff | 8.1% | 8.0% | 7.8% | 7.8% | 8.3% | 8.8% |
| Istynna | 2.2% | 3.7% | 4.3% | 5.2% | 5.8% | 5.8% |
| PRIME | 4.7% | 5.3% | 5.6% | 5.8% | 5.8% | 5.7% |
| Tselsii | 3.6% | 4.3% | 4.8% | 4.9% | 4.5% | 4.1% |
| Nasha Marka | 2.2% | 2.5% | 1.7% | 2.0% | 2.3% | 2.8% |
| Zelenaya marka | 1.2% | 1.7% | 1.8% | 2.3% | 3.3% | 3.9% |
| Khutorok | 0.9% | 2.0% | 1.5% | 1.6% | 1.7% | 2.2% |
| Soyuz-Victan | 2.6% | 2.1% | 2.4% | 3.0% | 2.9% | 2.2% |
| Gorilochka | 0.6% | 0.5% | 0.5% | 0.5% | 1.2% | 1.5% |
| Privatna kolektsiya | 1.3% | 1.3% | 1.4% | 1.4% | 1.5% | 1.3% |
| Bilenka | 1.6% | 1.5% | 1.6% | 1.5% | 1.5% | 1.0% |
| Stoletov | 0.8% | 0.8% | 0.7% | 0.9% | 0.9% | 1.0% |
| Blagoff | 1.6% | 1.5% | 1.6% | 1.4% | 0.9% | 0.9% |
| Medovuha | 1.5% | 1.7% | 1.6% | 1.2% | 0.8% | 0.8% |
| Pyat’ Kapel’ | 0.4% | 0.5% | 0.5% | 0.5% | 0.8% | 0.7% |
| Kozatska Rada | 0.0% | 0.6% | 0.5% | 0.7% | 0.9% | 0.8% |
| Baika | 0.7% | 0.5% | 0.8% | 0.7% | 0.7% | 0.7% |
Nemiroff brand has equalled its positions by having become as well the leader in the sales volumes in the physical terms.
| Sales Volume Lt | F/M 10 | A/M 10 | J/J 10 | A/S 10 | O/N 10 | D10/J11 |
| MEMRB market | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% |
| Nemiroff | 15.0% | 14.9% | 14.5% | 15.1% | 16.3% | 17.5% |
| Khlibnii dar | 18.1% | 17.4% | 19.5% | 18.0% | 16.5% | 15.6% |
| Khortitsa | 14.9% | 14.8% | 14.5% | 14.5% | 13.0% | 12.2% |
| Medoff | 8.2% | 7.8% | 7.7% | 8.0% | 8.7% | 9.5% |
| Istynna | 3.0% | 4.9% | 5.2% | 6.2% | 6.6% | 6.5% |
| PRIME | 5.1% | 5.3% | 5.6% | 5.3% | 5.2% | 5.2% |
| Tselsii | 4.4% | 4.9% | 5.2% | 5.1% | 4.6% | 4.0% |
| Nasha Marka | 3.0% | 3.2% | 2.2% | 2.4% | 2.8% | 3.7% |
| Zelenaya marka | 1.1% | 1.5% | 1.7% | 2.1% | 2.8% | 3.6% |
| Khutorok | 1.0% | 2.2% | 1.6% | 1.7% | 1.9% | 2.5% |
| Soyuz-Victan | 2.5% | 2.0% | 2.3% | 3.1% | 3.2% | 2.3% |
| Gorilochka | 0.7% | 0.6% | 0.5% | 0.6% | 1.3% | 1.7% |
| Privatna kolektsiya | 1.8% | 1.9% | 1.8% | 1.7% | 1.7% | 1.4% |
| Bilenka | 2.2% | 1.9% | 1.7% | 1.7% | 1.8% | 1.2% |
| Stoletov | 0.8% | 0.8% | 0.7% | 0.8% | 0.9% | 1.0% |
| Blagoff | 2.0% | 1.8% | 1.7% | 1.6% | 1.0% | 1.0% |
| Medovuha | 1.8% | 1.8% | 1.5% | 1.3% | 0.9% | 0.9% |
| Pyat’ Kapel’ | 0.6% | 0.6% | 0.7% | 0.7% | 1.0% | 0.9% |
| Kozatska Rada | 0.0% | 0.7% | 0.6% | 0.8% | 0.9% | 0.9% |
| Baika | 0.9% | 0.6% | 0.9% | 0.8% | 0.8% | 0.8% |
Such good results were attained due to a thoroughly worked out strategy and invariably high quality of Nemiroff’s beverages, and certainly thanks to the work of its professional team. The marketing activities carried out in the 4th quarter significantly contributed to consolidation of the brand’s leading positions. December-January is the period of the New Year’s festivities when alcohol sales volumes are habitually soaring. The figures testify that the Ukrainians prefer Nemiroff beverages for New Year celebrations.
‘Because of the maximally efficient business model which was developed during the last four years, Nemiroff Company closed the previous year and began this year holding the absolute leader position. The year of 2010 was the most productive and efficient over the Company’s history. Since the very first days of the restructure and introduction of alternations, we have been oriented towards long-term results. The time has come when we attained our goal. We are serious about being the leader in the market from now forth. It will certainly require more efforts, and Nemiroff Company has all qualifications for achieving such a result founded upon the complete professionalism of its team,’ resumes Alexander Glus, the President of Nemiroff Company.
* MEMRB is an international research company producing the data for reference for both manufacturers in their operations, and consumers. The first are given a possibility to evaluate their positions in the market and, proceeding from that, make their further plans and develop promotion strategies, and the latter, to define manufacturers producing most popular products. The mass media refers to MEMRB’s data when making the market “profile.”
hi i am doing a project of the vodka market in the Ukraine for women ages 20-30. i was wondering if you would have info on the top brands and market share for the vodka industry