X5 To Exclusively Sell Abrau-Durso's Russkaya Loza Wine
Russia's X5 retail group has entered into a joint-venture for trademark management with wine-producer, Abrau-Durso Group of Companies.
As a part of the deal, X5 will exclusively sell Russkaya Loza wines and support the winemaker to expand its product portfolio.
It will focus on producing wines for the higher price segment and will rely on Abrau-Durso's expertise and production capacities.
'Exclusive Value Proposition'
Igor Shekhterman, CEO of X5 Retail Group, explained, "We focus on developing strategic partnerships with suppliers so that we can offer a unique assortment to our customers.
"We join forces with market leaders to be able to make an exclusive value proposition offering great value for money in the natural wine category," he added.
Six varieties of Russkaya Loza still wines are already sold in X5 stores.
These include red and white, dry and semi-sweet, and blended and varietal wines, created exclusively for X5.
'A Logical Continuation'
Commenting on the partnership, president of Abrau-Durso group of companies, Pavel Titov, said, "Creating this joint venture is a logical continuation of the productive cooperation between two leaders in their respective industries.
"We are confident that thanks to our partnership, consumers will have more opportunities to purchase high-quality wine at reasonable prices," Titov added.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.