Tovaritch! poised to become second biggest Russian vodka in Britain’s bars

Tovaritch! plans to become the second best-selling Russian vodka in Britain’s bars by 2020 with a new and “innovative” marketing campaign.

Tovaritch! is distilled five times and filtered through a combination of birch charcoal and silver

Already, the brand is growing at 3% in the UK on-trade, and holds a position as number three Russian vodka in Britain’s pubs and bars, with Zelenaya Marka and Russian Standard ahead of it.

Helped by a trend among today’s drinkers in Britain to try new vodka brands, and a fresh marketing campaign, Tovaritch! believes it can capitalise on its current growth rate and outcompete its nearest rival within the next two years.

Although the brand’s marketing campaign for 2018 has yet to be revealed, Tovaritch! has said that it will incorporate new POS materials, and will be an “innovative” approach that is “designed to help the brand connect with its customers on a more personal level.”

At the end of 2017, Tovaritch! sponsored the Save the Children Winter Gala 2017 in London by donating bottles of its vodka and helping to raise over £1 million.

The gala guests were treated to T! Jax’s Cooler, which is a cocktail based on Tovaritch! vodka and Jax Coco coconut water.

Tovaritch! also sponsored the book launch for Kyra Dupont Trubetzkoy, a Swiss-French author with Russian roots, who presented her new novel A L’Hermine Blanche at Galerie Troubetzkoy at the end 2017 in Paris.

The event saw Tovaritch! cocktails served to the “crème de la crème of the media”, including l’Express, Technikart, Getty Images, and Livres Hebdo.

Tovaritch! is a grain vodka produced and bottled in Russia by Geneva-based Tovaritch Spirits International SA. It is distilled five times and filtered through a combination of birch charcoal and silver.