Anton Razumov provides a trade marketing presentation on the rum and premium spirits market in Russia. [1] Bacardi has a dominant 59% share of the Russian rum market but cocktails are consumed more at home than on trade. [2] Modern retail formats like hypermarkets and minimarkets are growing faster than other channels. [3] Bacardi's target consumers are social drinking females and males aged 18-30 with a monthly income over 10,000 rubles.

1. TRADE MARKETING
Anton Razumov
+7 916 705 80 04
anton.razumov@gmail.com
linkedin.com/in/antonrazumov
slideshare.net/antonrazumov
twitter.com/ZooMik

2. Bacardi at Youtube

3. Market Analysis
TOP WORLD premium alcohol sales*, $ bln RUM consumption in Russia**, % share
Diageo Ciroc
Svedka, 0.53 (new), 0.55
Ketel One ,
0.535 Other
Skyy, 0.61 23%
Grey Gosse, Bacardi, 2.53
Сaptain
1.37 Morgan,
1.53
Pernord Ricard
Patron, 1.1 (Havana Club)
Smirnoff , 3.18 8%
Bacardi Rus
Jose (Bacardi)
Cuervo, Diageo (Captain 59%
Morgan, Zacapa)
Hennessy, 2.77 1.03
11%
Jim Bean + Jack Daniels,
Maker Mark, 2.38
1.3
Cocktail consumption, %
• Rums =9% premium imported alcohol, 270k css* 63%
• The fastest growing category +36% annually (CAGR*)
49%
• Bacardi – 61% of rums**, 46%
• Strength in on-trade (40% volume) At Home
• Off-trade has great potential for cocktail culture development On-trade
13% 13%
9%
Source:
*
Impact
Datalink,
March
2012;
**
ROSTAT,
2011;
***
Customs
data
excl.
CIS,
2009;
****
Business
AnalyGca
data,
Jan-­‐Feb 10;
*****Comcon, Russia, 2009, consumers of Mohito Rum+Cola Whisky+Cola
premium alcohol between 400 rur. for 0.5 l

4. Off-trade Analysis
• All Modern Trade formats grew faster then other retail in 2011:
Hypermarkets é10%; Minimarkets é16%;
Supermarkets é10% ; Discounters é16%;
“Impulse”/kiosk ê4%; Open market ê10%
100%
90%
80%
11247 11547 12701 13971
10594
Total Consumer Spent 70%
60%
Spent on Alcohol
50%
200.4
Annualy Money Income
178 40%
149.7 130.4 138.5 9384
6963 7968 8571
30% 6128
121 104.2
96.3 83.5
66.9 20%
10% 2961 3410 3627 3990 4628
6.3 6.9 8.1 9.2 9.5
0% 179 266 302 459 484
2005 2006 2007 2008 2009 2007 2008 2009 2010 2011
Source:
Business
AnalyGca
–
Total
Russia
–
Food
&
Beverage
Hypermarkets (incl.Metro C&C) Supermarkets Discounters Minimarkets
Nielsen
2010-­‐2011

5. Target consumers
Factor to segment: Sex / Age / Income / Education / Lifestyle
Gender: Female/Male
Age: 18-25
First Income: More then 10 000RUR
Target
Education: Cover all education
Lifestyle: Social Drinker
Gender: Female/Male
Age: 26-30
Second
Income: More then 10 000RUR
Target
Education: Cover all education level
Lifestyle: Social Drinker, Modern Society

6. Portfolio range

7. Current range of the product
• Rum brands
Bacardi Superior, Bacardi 151 degree, Castillo Silver/Gold/Spiced, Palmas, Estilar
• Flavored Rum
Bacardi Limon, Bacardi O, Bacardi Razz/Berry, Bacardi Coco
• Vodka brands
Greygoose, Russian Prince Natasha
• Scotch whiskey brand
Dewar’s White label, Black label, Signature
• Single malt scotch whiskey
Aberfeldy, Glen Deveron, Aultmore
• Gin brands
Bombay, Bombay sapphire, Bosford
• Tequilla brands
Cazadore blanco, Corzo, Camino Real
• Brandy brands – Viejo Vergel
• Liquor brands - Get27/3, B&B

8. Current activities
• Eristoff launch: SOS 24 of june / Trade support as Bacardi
• Russkiy standart will introduce Mount Cay (RUM, Remy Cointreau): SOS: july’12
• Maxxium will have second push for Teacher’s (whisky)
• Minimarkets share will increased in central region by the end of 2012
• National Chains introduce efficiency program from sq.m.

9. Recomendations
• Introduce cocktail culture in NA/KA/National Chains
• Continue category development / decoration
• Implement clear price segmentation
• Clear segmentation by shopper decision tree
• Seasonal shelf share/gift-sets/promo correction for category segments with seasonal sales
movement
• Delist stagnated SKUs / customize (optimize) per chain/account

10. Thank you!
Anton Razumov
+7 916 705 80 04
anton.razumov@gmail.com
linkedin.com/in/antonrazumov
slideshare.net/antonrazumov
twitter.com/ZooMik