Kazan, Russia. State Holding Company Tatspirtprom (TSP) has signed a license agreement with an Uzbek producer of alcoholic beverages JSC AI "Toshkentvino Kombinati"having obtained the right to fill vodka under a well-known brand "Pshenichnaya ".
A new stage in the brand's history
The right to use the brand was granted by the Uzbek partner, which has been cooperating with TSP on contract bottling since 2022. As noted by the Director for Foreign Economic Affairs of the Customs Union Shamil Kamaevcooperation with JSC AI "Toshkentvino Kombinati" includes contract bottling of the flagship brand Tundra Authentic for the Uzbek market.
However, in contrast to Russian practice, Uzbek legislation does not provide for the transfer of the brand itself, but rather for the transfer of the brand itself. original label design layout. According to the terms of the license agreement, Tatspirtprom will be able to sell vodka under the Pshenichnaya brand only in Tatarstan, with mandatory payment of royalties, the amount of which is determined annually based on the results of a tender purchase.
The first test batches of vodka have already been produced:
— In September 2024, a batch of 2.5 thousand decaliters was produced at the Kazan Distillery for sale in retail outlets in Tatarstan,- said a representative of the company.
Copyright holder of the brand in Russia
In Russia, the rights to the Pshenichnaya brand belong to the Moscow plant "Crystal ", which remains the official copyright holder since 2019. In the press service Rospatent We confirmed that the transfer of security rights to the brand in Russia is not recorded, and any attempts to register similar names automatically fall under the legal protection provided for the MKT 33 class.
How Pshenichnaya switched to the Customs Union
According to the ex-Marketing Director of TSP Stanislav KaufmanThe decision of the Moscow plant is connected with a change of strategy , which is currently headed by his own marketing agency.:
— Tatspirtprom will pour the same "Wheat" that was previously produced at Kristall. Today, the plant relies on new brands, and TSP remains committed to classic brands in order to retain a loyal audience. Kristall decided to transfer the brand to a strong partner, because it's a shame when such iconic brands remain in the shadows",- the expert commented.
Previously, the Moscow plant has already transferred the rights to use the Pshenichnaya brand to the company Bashspirt. According to experts, this step was part of the Bashkir company's strategy to strengthen its position and compete with Tatarstan producers in the Russian market.
Focus on natural brands and sales leadership
In addition to Pshenichnaya, TSP is actively developing a line of new brands. The company has applied for registration 88 new brandsamong them, special attention is paid to topics related to the natural beauty of Russia. For example, in the portfolio appeared vodka under the brand "Altai "This was an unexpected step for consumers who are used to the eastern aesthetics of the Khanskaya and Staraya Kazan brands.
Despite experimenting with new products, TSP retains a leading position in the market. By the end of 2024, the company became the largest producer of vodka in Russiaby implementing 10.8 million decaliters products.
