Beluga Vodka has returned to UK supermarket shelves, over three years after it was delisted following Russia’s invasion of Ukraine.
The brand was unceremoniously pulled from the UK in 2022 after then-distributor Speciality Brands axed its support for the then self-styled Russian vodka.
Retailers including Waitrose and Harvey Nichols also acted swiftly to remove Beluga from sale.
However, the brand’s namesake Noble vodka has now been re-listed in Tesco, Sainsbury’s and Ocado, following its sale by Norabev Group to Montenegro-based Noblewood Group in late 2022.
Beluga vodka is now distilled in Montenegro, from a wheat spirit-base that is produced in Latvia. The spirit undergoes a six-column rectification process before being rested for 60 to 90 days.
As well as being listed in mainstream grocery for the first time, Beluga Vodka is also stocked in high-end hotels and restaurants in the UK, as well as in specialist retail.
Its broader portfolio includes premium and super-premium expressions such as Beluga Celebration, Beluga Transatlantic, Beluga Allure and Beluga Gold Line.
“Consumers are looking for something new in super-premium vodka,” said Nick Duncan, UK country manager at Noblewood Group. “Our focus is on building lasting presence, brand equity and loyalty, with Beluga positioned to lead the category.”
Beluga’s retail relaunch will be supported by marketing and promotional activity, both online and in-store.
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