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European spirit TOVARITCH! Vodka lands listing in Carrefour Turkey


6/4/2024 8:15:46 AM

Product Development

3 mins read

The European spirits brand, TOVARITCH! Vodka, has launched in Turkey, bringing the number of countries where this brand is enjoyed to twenty-four.  TOVARITCH! Vodka has gained a significant listing in 46 Carrefour Gourmet Concept stores in high end neighbourhoods.


The Swiss based brand owner signed a distribution deal with Turkish distribution agency, Pasaeli, over three years’ ago. It has taken much planning to bring sales to fruition and sign a prestigious listing with Carrefour.


Seyit Karagözoğlu. Founder of Paşaeli, said: "TOVARITCH! Vodka is the world’s most awarded vodka which offers exceptional quality at a well-balanced price. This makes it highly appealing to consumers seeking superior taste without compromising on value. We are delighted to introduce TOVARITCH! to consumers in Turkiye with a refined palate for vodka."
Eugenio Litta Modignani, CEO and founder of the brand, said: “We are thrilled with this business win and congratulate our wonderful partner, Pasaeli, for all their hard work in bringing this to fruition despite some regulatory challenges. Pasaeli is doing a great job in the on-trade as well as the off-trade. We look forward to the reaction from consumers across Turkey.”


The vodka category in Turkey demonstrates a unique set of characteristics according to Pasaeli:


Steady Trajectory: suggesting a consistent demand without significant fluctuations.

Market Preservation: The vodka category is expected to maintain its market share within the broader spirits sector. While it is not the fastest-growing segment, it continues to hold a firm position.

Premium Segment Growth: Within the vodka category, the premium segment is anticipated to experience slightly higher growth compared to the rest of the market. This indicates a gradual shift towards higher-end vodkas, aligning with global premiumization trends.


TOVARITCH! Vodka is priced at RRP of 999 Turkish Lira (€28.5) for a 70cl bottle and RRP of 1430 Turkish Lira (€40.8) for a one-litre bottle.


For trade sales in Turkiye, contact: seyit@karagozoglu.com.tr

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