DIAGEO STARTS RUM PRODUCTION IN RUSSIA
June 1st, 2013
Diageo is accelerating its expansion into the Russian rum market with a launch in May of a Russia version of its low-cost Shark Tooth brand. The spirit is being manufactured for Diageo by Russia’s Ladoga Group with a 40% alcohol content. At Russian Rubles RUB430 rubles (USD13.40) per 0.5 litre bottle, it is significantly cheaper than its main competitors such as Bacardi and Pernod Ricard’s Havana Club. According to Diageo, shark tooth will help the company compete with Russian rum market leader Bacardi, targeting Russia’s growing middle class. A Diagaeo ...
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