Trade roadshow and competition launched for Beluga Vodka


Beluga Signature

A new on-trade programme has been launched for Beluga Vodka featuring a competition for bartenders leading to a European final in Moscow.

As part of a European-wide initiative, the brand’s teams will showcase the super-premium vodka range at roadshows in nine major cities in the UK, France and Germany from June onwards.

It aims to strengthen the understanding of the Russian brand with the European bartender community while “pushing the boundaries of high-end mixology”.

The initiative will also feature a competition in which bartenders are being challenged to create cocktails inspired by the 1920s and 1930s, Art Deco and The Great Gatsby style, with “a modern Beluga twist”.

For details about entering the competition, bartenders from Beluga-stocking bars should contact UK brand ambassador Zoran Peric at Zoran@realmix.co.uk.

In the UK, the Creative Competition Stage events will take place in London on July 26, in Manchester on August 2 and in Birmingham on August 3. Five entries will be shortlisted and put through to the “promotional stage” where participants will be required to promote their own creations in their bars from August 8 to October 8. The overall winning cocktail will be judged on sales, creativity and visibility of the drink.

Winners will be announced in first, second and third places from each UK city in October. The three first-place winners will be invited on an all-expenses-paid trip to Moscow in November. They will visit key Moscow attractions and prestige trade accounts as well as take part in the Beluga Signature Grand Final alongside the six other first-place winners from the competitions running in parallel in France and Germany. The overall winner will receive a monetary reward and an exclusive Beluga trophy.

Katie Warren, UK group marketing manager at UK distributor Cellar Trends, said: “The launch of the Beluga Signature programme is an incredibly exciting time for the brand in the UK.

“Not only will bartenders be able to show off their mixology skills, they will also be receiving excellent one-on-one training from a variety of our experts, including our brand ambassador team.

“We are really looking forward to the UK cocktail entries and to see how they compare to those from our French and German entrants.”

Previous 100 Wardour Street keeps the music playing
Next New UK push for super-premium tonic water 1724