Chase to sell vodka to the Russians

Herefordshire-based Chase Distillery has signed a distribution deal to sell its potato vodka in Russia in the first deal of its kind for an English vodka brand.

The deal will see Chase Vodka sold at high-end bars and spirits shops throughout Russia. “Russia was never a target market since we started distilling in 2008, but I was thrilled and delighted when an email came in from our Russian importer to take on the range,” founder William Chase told the drinks business.

“Potato vodka is more familiar in Poland, so it was a real testament that they chose Chase for the taste and pedigree. The trade trips to Russia over the years have been tough, knocking on locked doors, but it paid off and the potential now is phenomenal,” he added.

In addition to locals, Chase hopes to appeal to British ex-pats working in Russia. Pavel Busygin, director of Chase’s Russian importer Rusalca, expressed his excitement for the deal.

“You might think that selling a vodka from the UK to Russia is like selling sand in the desert, but it’s not. Chase has a very interesting angle, being a single estate vodka, which is different and attracts attention.

“Nowadays, vodka in Russia, cheap or expensive, is made in a simple way – you mix chemically clean spirit with water mostly, and that’s true for the prestigious brands.

“Most of the differentiation comes via the packaging and marketing rather than the product itself,” he admitted.

Chase was Britain’s first start-up vodka and gin distillery in 200 years when it launched in 2008. It now exports to 35 countries. The distillery is due to turn over £6.5m this year and currently produces 10,000 bottles a week.

Vodka is Russia’s national drink and its citizens knock back 13.5 liters a year per capita. Most Russian vodkas are made from wheat.