“White Gold”, LLC (Russia)
In July 2005 it was decided to form a new company in the framework of the CIG “Cristall”. The Company was named “White Gold” in honor of the premium vodka brand “White Gold”, that has no equal in Russia. Sergey Zivenko considers “White Gold” to be one of the most perspective brands and plans to invest $ 5 mln. in its further promotion in the nearest future.
The Company “White Gold” is engaged in sales of vodka “White Gold” in Moscow and the Moscow region, as well as in its marketing and advertising. In September 2005 a promotion program of “White Gold” was put to start. Its priority guideline is extensive study of consumer demand in large Russian cities where the standard of living is high enough.
According to the latest marketing research made by the company “White Gold”, premium vodka is mostly bought in Saint- Petersburg, Novosibirsk, Ekaterinburg, Stavropol, Rostov-on-Don, Tiumen’ and Krasnoyarsk. At present sales promotion is being conducted in these cities. Since consumers of vodka “White Gold” are self-confident people, who know about the life quality, all promotion arrangements are of a non-standard nature: “White Gold”, LLC emerges as general sponsor of beauty contests, takes part in fashion-shows, its vodka is used for professional barman shows as an essential part of original cocktails and toppings. “White Gold”, LLC actively interacts with super- and hypermarkets (“Auchan”, “Perekrestok”, “Ramstor”, “7 Kontinent”, “12 mesjatsev”, “Alye parusa”, “Azbuka vkusa”, “Metro”, “Ostrov”, “Billa” etc), best hotels (“Renaissance Hotel”, “Olympic Plaza”, “Metropol”), clubs (“16 tons”, “Parisian life”, “Samolet”, “Apelsin” and others) and restaurants (“Beloe Solntse pustyni”, “Mario”, “Godunov” etc.).
