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Our background

1999

Synergy group is founded. The goal is to dominate the industry in all respects—that is, the quality and range of products, production technologies, and business scale. The production unit and the distribution chain are established and developed.


2002 - 2006

In 2002, the company acquires its first distillery, the Ussuriyskiy Balsam factory. Over a 5-year period, the company expands to 6 factories, steadily develops them and increases production volumes. By 2006, the company becomes one of Russia’s largest alcohol market players, ranking 4th by output.


2007

The group acquires the Beluga and Belenkaya brands and holds its IPO, with its market capitalization exceeding USD 1 billion.


2008 - 2009

The Beluga brand enters the markets in Europe, Middle East, and the USA, where the company opens its first overseas representative office. The Duty Free channel undergoes active development. The company expands its portfolio with the Myagkov brand. In response to the growth of the cognac sector of the Russian market, the group also launches the Golden Reserve brand; expands its product ranges, and increases production volumes.


2010

The company becomes a Top-3 alcohol producer in Russia with output of more than 140 million liters.


2011 - 2012

The company starts building its imported brand portfolio, signing contracts for exclusive distribution with William Grant & Sons and Camus cognac house. The company develops its own unique distribution system. Beluga Allure and Beluga Transatlantic Racing series from the Beluga brand family hit the markets. WineLab starts operations.


2013

The Beluga brand enters the North American and Chinese markets. The group launches its own Fox & Dogs scotch, Doctor August tinctures, and Bastion brandy. BELUGA GROUP begins its cooperation with Latvijas Balzams, a leading liquor producer in the Baltic region. The Zarya Center for Contemporary Art opens in Vladivostok.


2014–2015

Two strategically important brands, Torres Brandy and Ron Barceló, are added to the company’s import portfolio. The group turns wine distribution into a separate business division, launching collections of wines from France, Spain, Italy and other countries.


2016

The group is a solid Top-3 brandy producer in Russia, retaining its lead in the vodka market. The company signs a one-of-a-kind agreement with Bacardi on bottling William Lawson’s whisky at its own production facility. The group launches the Beluga Hunting Berry and Beluga Hunting Herbal bitters, the limited-edition Beluga Epicure (a joint project with Lalique), and the Tiflis Treasure brandy.


2017

The company maintains its lead in Russia’s market in terms of vodka, spirits, whisky, and brandy production. Imports grow rapidly: sales of partner brands double, wine division expands by 86 %. The portfolio is further complemented by imported brands Vecchia Romagna, Benchmark, Amaro Montenegro, Buffalo Trace and Plantation and the group’s own new products Snow Owl and Copper Horse vodka, Ardeli Russian brandy, and VOGUE champagne. Synergy undergoes corporate rebranding and becomes BELUGA GROUP.


2018

The group purchases Golubitskoe Estate winery in the Taman Peninsula, Krasnodar Region, and opens a new business division, now producing premium wine from its own grapes. The company rolls out the production of Troublemaker Irish whiskey and Green Baboon gin. The following international brands join the imported wine portfolio: Masi Agricola, Frescobaldi Group, Billecart-Salmon, Gérard Bertrand, Familia Torres. The partnership agreement with Bacardi is renewed for another five years.


2019

Golubitskoe Estate premium still wines and Eagle’s Rock bourbon are introduced to the market. Beluga enjoys the best results in its history, selling its products in over 100 countries and in 264 airports around the world. The group signs a contract for the exclusive distribution of Torres wines and premium RIEDEL glasses. BELUGA GROUP becomes one of the Top-3 importers of spirits and wines in Russia. WineLab becomes the second biggest player in Russian alcohol retail. December 29, 2019 marks the 20th anniversary of BELUGA GROUP.


2020

The group launched new products — a collection of Tête de Cheval premium sparkling wines, along with Orthodox and PARKA vodkas. Beluga sales in the United States are 30% up compared to the previous year. The group’s import portfolio is expanded by NOY brandy, Mateus and Silk & Spice wines, and Sandeman port. Beluga is the only alcohol company on the Forbes 200 Largest Private Russian Companies list. The group opens Golubitskoe Art Foundation in Taman. WineLab wins Retail Week Awards 2020 as Fastest-Growing Food Retail Chain.


2021

The company performs a secondary public offering (SPO), raising RUB 5.6 billion. The group acquires a controlling stake in Chugunovsky Ethanol Plant and signs exclusive distribution agreements with Rémy Cointreau, De Kuyper Royal Distillers, and Southern Comfort. The company opens its1,000th WineLab store in December. Beluga shows double-digit growth; its sales abroad exceed domestic sales for the first time. The company issues its first sustainability report and introduces ESG principles into its operations.


2022

The group adds 30+ promising brands from France, Scotland, Ireland, Japan, and other countries to its import portfolio. A customs warehouse opens in Istra. The WineLab retail chain grows by 35% and launches a points-based loyalty program in addition to its discount one. The program reaches 5.9 million members.


2023

The company has rebranded as Novabev Group.


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