Ladoga launches new vodka brand Icon for the first time in 15 years
Ladoga is launching Icon vodka in the super-premium segment for the first time in 15 years. Investment — up to 200 million rubles, bottling plan — 34 thousand dal, bottle price — 1 thousand rubles.
Ladoga (brands Tsarskaya, Barrister, Fowler's) is bringing a new vodka brand, Icon, to the market for the first time in 15 years. This was reported by Kommersant, citing company data.
Investments in the project, including production modernization, amounted to up to 200 million rubles. By the end of this year, Ladoga plans to bottle 34 thousand decaliters (dal) of Icon vodka.
Ladoga President Veniamin Grabar explained that Icon will be positioned in the super-premium segment. The retail price of one bottle will be 1 thousand rubles.
According to Grabar, the launch of the new brand is linked to growing consumer demand for premium products. Data from A.List analysts confirms this: super-premium is the fastest-growing price category in the vodka category.
Recall that last November it became known that Ladoga would start producing alcohol under its own trademark for the Lenta chain. The assortment will include 14 items — liqueurs, rum, whisky, and gin.
The launch of Icon marks a shift in the company's portfolio strategy: a decade and a half has passed since the last new vodka brand appeared. The bet on the super-premium segment reflects overall market dynamics — consumers are increasingly choosing premium items.
A retail price of 1 thousand rubles per bottle places Icon in the upper price range of the Russian vodka market. The scale of investment — up to 200 million rubles, including production modernization — speaks to the seriousness of the company's plans in this segment.
The planned bottling volume of 34 thousand dal by the end of the year will make it possible to assess demand for the new product as early as the first sales season.
Source: AdIndex; Source: kommersant.ru
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