Vodka brand seeks an anchor in Turkey
Güncelleme Tarihi:
Hürriyet
Oluşturulma Tarihi: Haziran 23, 2009 00:00
ISTANBUL - The distributor of a new vodka brand named after the famous fashion designer Roberto Cavalli has its heart set on 10 percent of Turkey’s vodka market. Istanbul will be a great market with its rapidly growing nightlife, says a partner of Krug Investment.
Krug Investment, distributor of the vodka brand Roberto Cavalli, which was named after the famous Italian designer, visited Turkey in a search of partners in the Turkish market.
The company, which had meetings with various club owners and chains that want to be the Turkish distributor of Cavalli, has its eye on 10 percent of Turkey’s premium vodka market.
Istanbul will be a great market for the firm, with its rapidly growing nightlife, said Thorsten Waldbröl, a partner of Krug Investment. "We totally feel at home here. We are seeking the right partner that will enable us to meet our global nightlife friends."
Interesting market
Regarding the interest of Roberto Cavalli Vodka in Turkey, Waldbröl said, "Turkey is a very interesting market. People love to and know how to get pleasure out of life."
Istanbul has been rapidly growing, especially within the last 10 years, he said. "People are open to new things, therefore we wanted to participate in the Turkish market. There are 15 million people in Istanbul. Out of this figure, 2 million are in the group above the middle-income segment. A small number of these people visit clubs and are involved in nightlife. Therefore we are not so obsessive over the numbers. We won’t insist on being large scale."
Turkey has both traditional and modern tendencies, Waldbröl said. "The club owners we met in Turkey are so friendly. Actually, we are principally aimed at the best clubs and the most luxurious hotels. We will never appear in stores. We may perhaps have retail sales through high-class liquor stores."
Noting that new things always electrify people, he said, "There are a lot of people interested in Roberto Cavalli Vodka. We already had meetings with five different groups regarding the vodka brand with a Cavalli designed bottle. The price is not certain yet. We are aware of the taxes imposed on alcoholic beverages in Turkey, but we do not intend to introduce an unreasonably high price. Roberto Cavalli Vodka is sold for $60 abroad."
Climbing sales
Despite the sharp declines in commodities at stock exchanges during the crisis, vodka sales have climbed 30 percent, Waldbröl said, citing people staying at home and drinking alcohol more during hard times as the basic reason for this trend.
Waldbröl said the firm would enter the Turkish market through Turkey’s first entertainment consortium, GEO. He also unveiled Krug’s interest in the real estate market. "We expect a very high increase in real estate prices, particularly in Istanbul," he said. "Currently, we are in partnership talks with Turkish construction companies."
The company, which had meetings with various club owners and chains that want to be the Turkish distributor of Cavalli, has its eye on 10 percent of Turkey’s premium vodka market.
Istanbul will be a great market for the firm, with its rapidly growing nightlife, said Thorsten Waldbröl, a partner of Krug Investment. "We totally feel at home here. We are seeking the right partner that will enable us to meet our global nightlife friends."
Interesting market
Regarding the interest of Roberto Cavalli Vodka in Turkey, Waldbröl said, "Turkey is a very interesting market. People love to and know how to get pleasure out of life."
Istanbul has been rapidly growing, especially within the last 10 years, he said. "People are open to new things, therefore we wanted to participate in the Turkish market. There are 15 million people in Istanbul. Out of this figure, 2 million are in the group above the middle-income segment. A small number of these people visit clubs and are involved in nightlife. Therefore we are not so obsessive over the numbers. We won’t insist on being large scale."
Turkey has both traditional and modern tendencies, Waldbröl said. "The club owners we met in Turkey are so friendly. Actually, we are principally aimed at the best clubs and the most luxurious hotels. We will never appear in stores. We may perhaps have retail sales through high-class liquor stores."
Noting that new things always electrify people, he said, "There are a lot of people interested in Roberto Cavalli Vodka. We already had meetings with five different groups regarding the vodka brand with a Cavalli designed bottle. The price is not certain yet. We are aware of the taxes imposed on alcoholic beverages in Turkey, but we do not intend to introduce an unreasonably high price. Roberto Cavalli Vodka is sold for $60 abroad."
Climbing sales
Despite the sharp declines in commodities at stock exchanges during the crisis, vodka sales have climbed 30 percent, Waldbröl said, citing people staying at home and drinking alcohol more during hard times as the basic reason for this trend.
Waldbröl said the firm would enter the Turkish market through Turkey’s first entertainment consortium, GEO. He also unveiled Krug’s interest in the real estate market. "We expect a very high increase in real estate prices, particularly in Istanbul," he said. "Currently, we are in partnership talks with Turkish construction companies."