“We don’t drive, we drive!” – this is the brand’s slogan, masterfully built on a play on words. In youth slang, the word “drive” means to invent or grind nonsense, at the same time they say: to drive and distill moonshine. The technology of preparing a drink is being opened up: it is precisely driven like moonshine, and purified and filtered alcohols are not mixed with water. And the same academic “overtaking” – to move faster than the opponent, is played up, since many competitors really managed to get around: in the first three months of sales alone, 3 million bottles of Pervak were sold.
The slogan was first used in a promotional video. Launched in prime time on popular TV channels, it is remembered, as is the original swing top bottle, which no one in Europe uses for vodka bottles. The consumer also liked the concept of the brand: “Pervak” – homemade, as for yourself!”.
About the manufacturer
Drinks of the Pervak trademark – rye, wheat, with garlic, with horseradish, with pepper, are produced at the Poltava distillery. The company was bought in 2012 by the Global Spirits holding, according to its CEO Georgy Mayorov, specifically for the release of Pervak. Because the company has a principle: strong brands should not overlap. The flagship of Global Spirits was and remains Khortytsya. In 2016 alone, 85 million liters of Khortytsya were drunk in 71,3 countries of the world.
The international alcohol holding Global Spirits, according to Drink Internationals, is the third largest vodka producer in the world, and the fortune of its owner Yevgeny Chernyak was estimated by Focus magazine in 2016 at $350 million. In the Forbes list, Mr. Chernyak ranks 26th.
The holding includes 6 Ukrainian enterprises, 1 Russian, and since 2015 also 1 Belarusian. In addition to distilleries, there is a distribution company registered in the United States in 2011 – Megapolis Trade House. Her tasks include promoting the holding’s drinks in the largest alcohol market in the world – in the United States. The company has offices in Moscow and New York. The headquarters is located in Kiev.
There are 21 wine, cognac and vodka brands in the holding’s case. The products are exported to 87 countries of the world.
Pervak appeared in 2013, and in 2017 its share was 10% of the Ukrainian market. A fifth of the drink is exported. Since 2015, the brand has entered the American market and has already managed to get silver at prestigious tasting competitions – the International Spirits Competition in New York and the Ultimate Spirits Challenge.
Types of vodka Pervak
Pervak, Homemade rye first distillation (40%). A slightly cloudy, “whitish” drink obtained by the method of the first distillation of mash from rye crackers. Opacity is characteristic of traditional moonshine, with which vodka is associated. The aroma of rye, unsharp, pleasant. The taste is soft, with pronounced bread tones. Serve chilled with dishes of Russian and Ukrainian cuisine, with meat and spicy snacks, pickles.
Pervak, Double Distilled Homemade Wheat (40%). A transparent drink obtained by the traditional method of double distillation of mash from wheat croutons. Light aroma with subtle wheat notes. Mild neutral taste. Serve chilled to 10 ° C with vegetable and meat dishes, with meat and fish cooked on an open fire, with pickles and mushrooms.
Pervak, Pepper with honey (40%). The tincture is prepared according to a unique recipe, consisting of apple juice, natural honey, sweet clover infusion and hot cayenne pepper. One pod is directly in the bottle. Spicy aroma and mild taste with a burning balsamic aftertaste. It goes well with cold meat appetizers – traditional Ukrainian lard, boiled pork, homemade sausages.
