Ukrainian premium vodka maker Nemiroff has named Whyte and Mackay as its ‘strategic partner’ for UK and Ireland.
With an ambition to join the top five of world premium vodka production, the UK represents one of the key markets for Nemiroff’s growth ambitions. The partnership with Whyte and Mackay’s marketing operation, which is recognised for its ability to drive category growth by ‘inspiring and engaging’ consumers, was described as a ‘significant milestone’.
Nemiroff CEO Yuriy Sorochynskiy said: “We are thrilled to partner with Whyte and Mackay, a company with a long, distinguished history in the spirits industry. This partnership will allow us to give UK consumers the opportunity to experience a product we have been passionately creating since 1872.”
Whyte and Mackay’s managing director of Europe & Global Travel Retail, Mike Greggs, commented: “We recognise in Nemiroff a shared ethos between us as spirits makers – a commitment to excellence.
“Nemiroff have built an enviable position, with a 150 years’ experience crafting a premium product that stands out in the category. I admire the drive and resilience of their team summarised compellingly by the brands positioning of ‘indomitable spirit’.
“In our experience the UK and Ireland markets are rich with opportunity for a premium brand that speaks to provenance and to quality. The team and I are looking forward to present Nemiroff, as part of our brilliant brand portfolio alongside Jura, Tamnavulin, Whyte and Mackay, Flor De Cana, Fundador and Harveys to our retail partners soon.”