Ukraine’s Supreme Rada approved of a bill that limits the advertising of strong drinks and tobacco products. These limits are much stricter than those imposed by the Russian government, but they are to be introduced gradually between January 1, 2009 and January 1, 2010. First, no alcohol or tobacco products will be advertised through billboards or any other type of outdoor ads, and one year later, no such ads will appear in any kind of mass media, excluding specialized magazines.

Nevertheless, these upcoming changes do not alarm the Ukrainian strong drinks producers too much, as they usually employ less trivial ways of brand promotion. For one, Khortytsa reports they were able to boost their sales on the Russian market by 200% last year.

‘We aim for direct consumer communication; our promotion strategy in both Russia and Ukraine is based on our product’s supreme quality and in order for our customers to become aware of this, we organize tasting ceremonies at supermarkets, clubs, and restaurants. People taste the drinks without knowing what vodka is poured into which shot. Normally, someone who has tasted Khortytsa once and preferred it over the other kinds of vodka becomes loyal to the brand. In addition to the tasting events, Khortytsa takes part in all the respectable tasting contests. In February, for example, we won the first prize during the ProdExpo fair and the gold medal at DI Vodka Challenge in London. These awards play up our vodka’s image better than any advertising, so we are not really worried about the new legislation. Moreover, we do feel the advertising of strong drinks must be strictly controlled by the government. Russia introduced these laws a long time ago, now its Ukraine’s turn,’ says Roman Marchenko, the General Director of Khortytsa’s Russian representation.