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Russian Vodka Market Full of Leaders
ACNielsen published its ranking of the leading vodka brands on the Russian market yesterday. It listed Ukrainian distiller Nemiroff as the market leader for 2006, with Green Mark and Putinka following by just hundredths of a point. Another researcher, Business Analytica, named Green Mark the leader, with Putinka following and Nemiroff in third place.
ACNielsen found that Nemiroff occupied 4.6 percent of the vodka market by cost, and Green Mark, made by the Russian Alcohol Co., took 4.6 percent. Putinka, from Vinexima, took 4.18 percent. ACNielsen included other bitter infusions of hard liquor in the category of “vodka” as well. Nemiroff president Alexander Glus attributed the company's success to optimized distribution. “We opened Nemiroff trading houses in the country's large regional centers last year and improved distribution methods,” he explained.
Business Analytica found that Green Mark took 6.1 percent of the market, with Putinka receiving 5 percent and Nemiroff 4.4 percent. It surveyed the 32 largest cities in Russia. Business Analytica chief analyst Snezhana Ravlyuk said that Green Mark is the leader when the country as a whole is taken into account and that Business Analytica's figures agree with the producer's own.
Other industry observers note that methodological differences in the calculations of ACNielsen and Business Analytica make their disagreement natural. At the beginning of last year, ACNielsen found that L&M was the leading cigarette in Russia, while Business Analytica claimed it was Winston. Now they both agree that Winston is in first place.
www.kommersant.com
All the Article in Russian as of Apr. 06, 2007
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