Over two years’ ago, in February 2022, the owner of TOVARITCH! Premium Vodka switched to European production, purposefully distancing the brand from Russia, and its attacks on Ukraine.
Now this 100% European brand, which has garnered 145 industry awards, is aiming to make advances in the UK where, until now, it has been little known.
The word ‘tovaritch’ means ‘friend’ or ‘buddy’ in Russian, and has been retained to reflect the recipe’s 200-year heritage and the brand’s ethos.
Made to a traditional recipe, TOVARITCH! was created in the 18th century by the family of Count Jules Rene Litta. The CEO and founder of the modern company which owns the brand, TSI S.A, Marquis Eugenio Litta Modignani, rediscovered this ‘family masterpiece’ and relaunched it in the 20th century.
Litta Modignani said: “Tradition is at the heart of the brand’s excellence, but a contemporary approach is the key to our continuing success. This is exemplified by our agility when we made the rapid decision to switch production to Europe giving our vodka a new home, a new beginning and a new, contemporary blue and white brand identity, replacing the previous red logo and reflecting its new positioning.
“Our brand is resilient, excellent, and now more accessible than ever before. We are delighted but not surprised that ours is the most awarded spirit in its category.”
The spirit itself is made in the Baltic state of Latvia, part of the EU, using only European materials in terms of its ingredients, production, and packaging. It is distilled five times and filtered 10 times, and bottled at 37.5% ABV, leading its manufacturers to describe it as ‘one of the best in class as a pouring or sipping vodka’ with a ‘smooth and satisfying’ finish.
The contemporary bottle design and label are intended to give the brand ‘prominent shelf presence’ and to be instantly recognisable. For the on-trade, the company offers a range of point-of-sale assets to support listings and encourage brand recognition and sell-through.
“The brand is authentic, traditional and has a price point that is affordable with a quality that will appeal to the most discerning consumer,” said Litta Modignani. “As more consumers embrace authentic, traditionally crafted spirits, we are anticipating that UK trade customers will wish to list TOVARITCH! Vodka.”
He and his team believe that their brand is poised to take over the market segment vacated by the withdrawal of Russian Standard from the market as well as being a cost-effective and appealing alternative to classic ‘big name’ vodkas. The Geneva-based company views the UK and Australia as its next big growth areas.
Eugenio Litta Modignani, the CEO and founder of TSI S.A., owner of TOVARITCH! Vodka
