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Russia: Synergy reports steady growth
Published:  27 January, 2010

Russian vodka company Synergy has reported a sales volume increased by 1% to 10.131 million deciliters, from 10.058 million decalitres in 2008.

In the legal vodka market, Synergy’s share grew from 7.8%  to 9%, according to management data and Rosstat.

Growth was demonstrated by Synergy’s key brands. In 2009 sales of super premium  Beluga were up 35% and export volumes grew 87%. Sub-premium Myagkov brand sales volumes increased 8% in Russia and mid-segment brand Belenkaya sales increased 25% year on year.

According to Rosstat, 110 million decalitres of vodka were sold in Russia legally in 2009, that is 9% less than in 2008.

According to Synergy, the reason for the decline is the increase in grey market share due to an economic recession in Russia. In the 4Q 2009 official market growth exceeded 3% from 36.209 million decalitres in 4Q 2008, to 37.296 million decalitres .

Alexander Mechetin, the chairman of the board at Synergy, said:  “The company’s  key brands substantial sales growth is driven by  the implementation of our strategy in 2009. Last year Synergy was focused on the expansion of distribution and the brand portfolio development on both domestic market and abroad. The chosen strategic model met our expectations and we had stable operational results on the back of the overall market decline in 2009.”