In 2022, Beluga kept growing its presence in many of the country’s finest establishments.
In the winter, Beluga branded dozens of restaurants in various Russian cities, half of which became brand embassies. In particular, branded tables and Christmas trees with decorations shaped like caviar jars were installed.
Beluga Hunting has already become an integral part of winter holidays: for the ski season, the brand decorated the most iconic locations and launched major promotional campaigns. The highlights included seasonal menus with hot cocktails, the Buy Five Shots of Beluga Hunting and Get a Gift promotion, as well as quests and contests in Krasnaya Polyana bars.
During the summer season, Beluga branded 108 establishments in 23 Russian cities, including Moscow, Saint Petersburg, and Sochi, supplying plaids, pillows, and other elements with the brand logo and adding Beluga vodka and cocktails based on it to their menus. A total of 28 locations became brand embassies.
Beluga Hunting-themed summer branding appeared in 37 establishments, 12 of which became brand embassies. Some of the most notable projects included Community, where Beluga placed poufs in addition to branded plaids, pillows, staff uniforms, and other elements; Rovesnik, with ticker tape-inspired custom branding, retro slot machines, and a gobo projector; Zelenaya Sobaka; BIZI, with DJ booths adorned with Hunting-style neon elements; and IZI nightclub with a glowing all-season bar.
The group held major gastronomic promotions for ultra-premium SKUs in Moscow and other regions: guests were served special compliments from the chef when ordering a bottle of Beluga Gold Line (in 116 restaurants) or Beluga Epicure by Lalique (in 25 restaurants).
The new Beluga Noble Espresso cocktail was added to the menus of 95 Moscow and regional establishments, including the key restaurants run by White Rabbit Family (White Rabbit, Gvidon, She), Novikov Group (Vanil, Prichal), Pinsky & Co (Patriki, Loona), and others.
Seasonal cocktail menus also appeared in trendy Moscow restaurants: Yauza Place and Buro TSUM. Master bartenders developed unique Beluga vodka cocktails.
During the high season, custom-sized Beluga retail equipment was placed in the largest hypermarkets of Moscow and Saint Petersburg: luminous Ferris wheel-shaped Beluga installations appeared in 47 Lenta, Auchan, Okey, and METRO chain stores.
From October to December, 700 Beluga Hunting bitters tastings were held in the primary turnovergenerating supermarkets of the Lenta, Globus, Perekrestok, and METRO chains. Revamped bright red barrels with minimalist logos featured tap machines with neon-lit elements for serving the bitters neat. Meanwhile, promoters wearing trendy branded hoodies that read Nice to Mix You told the customers about the product and invited them to taste it. The participants tallied over 10,000 per week.
Beluga placed branded Equilibrium installations based on the Caviar Jar concept in the windows of flagship WineLab stores in Moscow and Saint Petersburg.