Marussia Russia

Marussia Rus was established in 2008, with the first bottling of Mamont Vodka taking place that same year. Despite strong competition from both local and international players, years of consistent route-to-market and route-to-consumer strategies have left a visible footprint for the Group’s brands on the Russian market. Today, these brands account for 90% of Marussia Rus’s turnover.

Marussia Rus’s route-to-market relies on two key channels: national key accounts and regional wholesalers. Direct contracts with key accounts, an in-house merchandizing team, and continuous market data analysis form the foundation of the company’s strategy. This ensures not only strong shelf presence for the Group’s brands in national chains, but also drives sell-out performance. Thanks to partnerships with regional wholesalers, the Group’s brands are now available in 75 of Russia’s 85 regions, covering local key accounts, the on-trade, and the independent off-trade.

The brand activation concepts developed by Marussia Rus stand out on the Russian market and are unique within the Group. They help build brand equity even on the dark market. A balanced approach between trade initiatives and brand activations ensures strong brand penetration and continued market share growth.