Beluga's sales in the US increased 59% year-on-year in the first quarter of this year

In the first quarter of 2021, sales of the flagship brand of alcoholic beverage producer BELUGA GROUP in the United States were 59% higher than in the same period last year . The share of premium products in the brand's sales also increased.  

Research from analyst agency IRI reports that Beluga is one of the fastest growing vodka brands in the US off-trade channel: its dynamics in the first quarter were +54%, while Beluga Gold Line became one of the top 100 super-premium vodka brands in the US. In the gradually recovering on-trade channel, sales increased by 93%, thanks to the dynamic development of its brand in the e-commerce and digital sectors .

Additionally, the company more than doubled its performance in Canada , with sales in this vodka market up 125% in the first quarter of 2020.

Alexander Mechetin, CEO of BELUGA GROUP , commented on these achievements as follows , " Our flagship brand Beluga continues to grow rapidly in key North American markets , and in addition to sales growth, it is noteworthy that brand awareness has increased significantly. Our strong performance in these important vodka markets is driven by a combination of factors."

First, this is due to a mature distribution strategy. Targeted cluster distribution, emphasis on revenue-generating customers in each key state, good communication with partners, coupled with high-standard retail stores and competitive pricing policies, have led to a 46% increase in US chain stores and a 14% increase in product offtake, with double-digit growth recorded in key states.  

The second factor is the positive development of digital and e-commerce throughout the pandemic . In the United States, e-commerce has grown steadily and rapidly , with Beluga's own online platform making a significant contribution to sales, accounting for more than a third. This share will continue to grow with the launch of partnerships with marketplaces such as reservebar.com and minibar.com this year.  

The third important factor is the recovery of internal trade. Priority areas for channel development include New York City, Florida, Illinois and Nevada. The team is focusing on developing cooperation with national customers .

Last but not least, we would like to thank the Beluga North America team for their outstanding performance in sales , which has tripled its headcount to 18 people over the past year .  

According to the Ministry of Commerce, US e-commerce sales increased by 32% in 2020 to $790 billion. E-commerce is developing rapidly and online sales remain strong. It is understood that e-commerce sales in developed countries and regions will be more prominent, and the advantages of brand influence will be more obvious.

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