Beluga’s export sales doubled by the results of 2021
Export sales of the super-premium Beluga vodka by the end of 2021 increased by 104.5%, reaching their highest-ever level and exceeding sales on the Russian market for the first time. The brand's overall performance was +51.4%. This important achievement for Beluga is the result of the group's strategies of portfolio premiumisation and diversification of its operations in global markets.
The significant growth has been shown in most countries. The largest export market for the group's flagship brand, Israel, showed an increase of more than +100% on a high base, with sales exceeding the 100,000-decalitres mark. More than double growth in sales, +127%, was seen in Poland. The dynamics in the UK was +231%, in Belgium +147%, in Italy +71%, in Germany +61%, in France +52%, in Australia +36%. Beluga showed significant growth – +54% – in the US, an important vodka market, becoming the fastest-growing brand in the super-premium vodka category in this country. Beluga Gold Line, the key selling position, increased its share of sales in the brand's portfolio In US to 12%.
Among the most important success factors are the growth of Beluga's global visibility, the balance between the off-trade and on-trade channels, and the gradual recovery of sales in the duty-free channel, as well as the development of BELUGA GROUP’s own teams in the most important export countries.