Nemiroff Vodka, a prominent Ukrainian brand, is expanding its footprint in the international market, particularly in the United Kingdom, amidst the ongoing conflict with Russia. This strategic move comes as the war has pushed many Ukrainian businesses to seek growth beyond their borders. Nemiroff’s sales in the UK surged sixfold last year due to a new partnership with Scotch producer Whyte & Mackay, enabling the brand to distribute in key markets more effectively.

Yuriy Sorochynskiy, Nemiroff’s CEO, highlights that the current geopolitical climate has created new opportunities for Ukrainian products, allowing them to shed the longstanding association of vodka with Russia. He states, “We are now making it about prestige Ukrainian products" and emphasizes the quality and heritage of their vodka.

Recognizing the need to change perceptions, Nemiroff has recently engaged in a campaign called "That’s My Spirit," partnering with four English Premier League Football clubs: Aston Villa, West Ham United, Everton, and Fulham. This partnership aims to enhance brand visibility through various initiatives, including match-day activations and club-themed cocktails.

The company plans to further penetrate the UK market and supports grassroots football programs as part of its promotional strategy. The Premier League deals, according to Sorochynskiy, are essential not just for branding, but also for community engagement. He notes, “It’s about forging connections: four clubs, one spirit.”

In addition to international growth, Nemiroff is focused on strengthening the Ukrainian economy. The company, which has had a significant export presence for about 25 years, plays a vital role in the local production chain that benefits suppliers of raw materials. With a projected GDP growth of 3.5% for Ukraine, Nemiroff aims to positively impact domestic business through its international successes.

The brand seeks to launch its luxury product, Lex, in the UK market in 2025, while also pursuing expansions in North America, where they have recently signed a distribution agreement covering Canada and are eyeing the US market. Sorochynskiy emphasizes the importance of this expansion for the brand, saying, “We will look closely at how this deal increases the consumption of our products.”