Perth’s Inveralmond Brewery hopes to target well-heeled drinkers in Moscow and St Petersburg after signing a new distribution deal for its beers in the burgeoning Russian market.
The independent ale label’s deal with specialist agent Elizabet will see its Lia Fail, Ossian, Thrappledouser and Blackfriars brews take a five day journey by land and sea to quench the growing Russian thirst for international tipples.
It follows a ruling which now sees beer classified as “alcoholic” by authorities there for the first time. Bizarrely, before early 2012 any drink less than 10% proof was regarded as a “foodstuff”.
Now soaring in popularity, beer is frequently marketed to Russians as a healthier alternative to spirits including traditional vodka.
Commercial director Bob Hogg said the new distribution agreement could prove “very significant” for Inveralmond’s bottom line.
But he said the brewery would seek to make the most of the opportunity by marketing its products in the right way.
“The aim for both the both the distributor and ourselves is for profitability rather than volume,” Mr Hogg said.
“Just by selling into Moscow we could equal the amount we sell in Scotland, but we would rather pick up the high-end hotels and off licences, and places like the GUM state department store in Red Square.
“At the same time, we will be doing draught beers in bars – which could be a very significant step.”
He said sound logistics would be key to success in Russia, though the country already enjoys an affinity with Scottish products including whisky and salmon.
But the firm will adopt a slow and steady approach until it knows what works in an unfamiliar export location. It has already enjoyed success in more traditional overseas markets like Australia and Canada.
“If we get it right then it will make a significant impact – not just on the export side of our business but for the business as a whole,” Mr Hogg added.
The brewery, based on the city’s Inveralmond Industrial Estate, has been assisted by Scottish Development International during negotiations over the last 18 months.
The body’s Audrey Leng said Inveralmond’s ales had proved a popular choice for the “very important” Russian market.
“The deal will inevitably result in growing reach of the brewery’s portfolio internationally, and we hope this will translate into jobs and further commercial growth back home in Scotland,” she said.
Mr Hogg also revealed that Inveralmond is in the early stages of negotiations to enter the potentially hugely lucrative Chinese market, though these could take many months to come to fruition.
The announcement follows the recent appointments of Andy Agnew to its board of directors, and former Kopparberg account manager Phil Kilpatrick to the role of Business Development Manager, and investment in plant machinery completed last year.
A UK distibution agreement has also been struck with PLB, as the firm continues to execute its growth strategy.