By James Atkinson

Beluga Noble Russian Vodka, Russia's number one vodka brand in the super and ultra-premium segments, is coming to Australia.

Beluga is the first agency brand for distributor William Grant & Sons Australia, which launched last year. The vodka brand joins a portfolio that includes Hendrick's Gin and Glenfiddich.

Using soft and pure natural water supplied by its own artesian well, Beluga Vodka is built on a foundation of natural malt spirit, which undergoes filtration through quartz-sand. Once produced, the vodka is matured in resting tanks for around 30 days to refine its structure and taste.

William Grant will be encouraging Australians to enjoy the vodka the authentic Russian way – in restaurants. Named after the most expensive type of caviar, Beluga caviar, the vodka is best paired with fresh seafood.

Beluga brand manager Cida Wen said the vodka's launch is exciting news for premium spirit drinkers in Australia. 

"Consumers are always looking for something new and different. With Beluga they have the opportunity to experience vodka in an authentic Russian style," she said.

"We plan to target Australians who celebrate their independence and freedom of choice, and feel confident that Beluga and its unique qualities will find its niche in this market."

Scheduled for release in December, Beluga will initially be available in high-end bars, seafood restaurants and selected bottle shops in Melbourne, with the intention of rolling it out to other cities afterwards.

"In Melbourne, we are looking at a cross section of accounts both on and off trade," a spokesperson told TheShout.

"The key to Beluga lies in its superb taste. Therefore, our marketing will focus on sampling with the trade and the consumer."

Beluga Noble Russian Vodka will retail at around $79 per bottle.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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