One of the key trademarks of the Russian company “Beluga Group” (former name “Synergy”). The name fully corresponds to the mild taste obtained thanks to natural ingredients and unique technology. Under the brand, classic vodka and bitters are produced – bitters with a strength of 20 to 40%.
Historical reference. The first batch of Myagkov vodka was produced in 2001 at a distillery in Odessa on the initiative of large Ukrainian companies Fozzy Group, Bates Ukraine and Brandaid. Already in 2003, the brand pressed the strong players Soyuz-Victan and Nemiroff on the market, the production volume reached 3,5 million liters. A well-organized advertising campaign played a significant role in the success of the brand – image videos on television about a sincere fishing company, about resting in tents were immediately remembered and caused persistent positive associations.
In 2004, “Myagkov Blackcurrant” appeared in the line, in 2005 “Myagkov Oval”, and then immediately a trio – in one package a set of “Myagkov Khrustalnaya” and bitters “Herbal”, “Ginseng-Rosehip”.
In 2006, the brand was replenished with Yantarna, Prokholodna and Lagidna. The design has also changed – asymmetric ribbing appeared on the classic oval bottle. Immediately, in support of the “ribbed” series, a commercial “The Edge of Your Soulfulness” was launched on television.
In 2007, vodka sales increased by another 13% and reached 2,2 million decaliters. Moreover, 80% were sold in Russia and only 20% in Ukraine.
In 2008, the seven-year-old brand was bought out by the Russian company Synergy, which eventually became the largest Russian alcohol producer BELUGA GROUP. Russian industry experts were skeptical about the acquisition, predicting a decline in volume and popularity, as they believed that the idea embodied in the name and design had exhausted itself. Yes, both the Russian market and the company itself had enough of their own vodka brands – the same Beluga and Belenkaya. But the expectations of skeptics were not justified.
Almost immediately, the drink was transferred to a different price segment: in Ukraine it was a product for the middle class, in Russia it was “premium”. Then they made a restyling of the brand – a change of attributes and design. Today, the brand has its own magazine, newspaper and tab in Komsomolskaya Pravda. And in Russia there is hardly an adult who does not know about Myagkov.
The brand is represented on the market by three types of vodka – “Classic”, “Silver”, “Honey”, bitters “Lemon”, “Cranberry”, “Chili-Honey” and twenty-degree tincture “Rowan in Cognac”. Drinks are served chilled to 5-12 ° C with all types of snacks and hot dishes. Both vodka and tinctures are used to make cocktails.
Types of vodka “Myagkov”
Myagkov (40%). Classical vodka, which, in addition to alcohol and soft water, contains natural honey, so honey notes are heard in a delicate aroma, and a mild taste is set off by a light honey sweetness of a warming aftertaste.
Myagkov Silver (40%). A drink made from rye alcohol with sugar, fructose and flower honey is purified using a silver filter. This makes the taste even softer and cleaner. Delicate aroma without pronounced notes, rounded classic taste, warming aftertaste of medium duration.
Myagkov Lemon (40%). The drink contains citrus essential oils and lemon juice, so lemon notes are heard in the aroma, the refreshing taste has a touch of lime, and the aftertaste is a tart shade of lemon zest and peppermint.
Myagkov Cranberry (40%). Bright red transparent drink with a delicate berry aroma and a refreshing taste with a slight sourness. The composition, in addition to deluxe alcohol and softened water, contains flower honey and cranberry juice.
Myagkov Ashberry in Cognac (20%). The tincture of vodka and rowanberry juice is tinted with burnt sugar, so it has a cognac color. Sweet and sour taste is soft, notes of cinnamon and astringency of mountain ash are heard in the aroma, a short cinnamon aftertaste.
