Flagship Vodka on course for UK's premium market

by Claire Hu A new vodka brand, which claims to be based on a recipe from the time of Russian Tsar Peter the Great, some 300 years ago, is this week being launched to the UK on-trade. Dubbed the "vodka drinker's vodka", Flagship Vodka is a triple-distilled spirit that is being targeted at style bars and outlets specialising in serving a wide range of premium spirits. Available from wholesaler, Malcolm Cowen, which has struck up a distribution deal with Beer Seller, Flagship was launched at the London International Wine and Spirits Fair this week. Malcolm Cowen claims the striking presentation of the spirit will help retailers boost sales of a premium product, in a vodka category, that is growing at 14%. National sales manager Adrian Turner said: "Flagship is a genuine premium Russian vodka of real quality that consumers will enjoy. "Our partner in Russia, the Russian Wine and Spirit Company, has an excellent facility." Produced at the Chernogolovka distillery, using its own spring water, Flagship is based on a recipe that was revived in 1998. The brand has a 17% share of the Russian premium market.