Tsarskaya Charka

As a research-driven entrepreneur, I identified a gap in the Middle Eastern alcohol beverage market between high-end premium brands and low-cost options. This led me to found Al-Kaissar, a company providing branding, management, and distribution services for alcohol beverages in the region.

To fill this market gap, I discovered Tsarskaya Charka in Russia, a vodka with a unique bottle design but no heritage or global awareness. Competing against established international brands required creating a brand from scratch.

Through strategic marketing and branding, we established a strong market presence, successfully competing with internationally known brands.

Key Contributions

Marketing:

• Created brand identity and strategy that would appeal to the target region based on thorough market research 
• Developed a comprehensive marketing and branding plan that included both offline and online activities, such as SMM, point of sale & event marketing
• Assembled and led a team of creative professionals to execute the strategy

Distribution:

• Established a competitive pricing strategy that was appealing to both merchants and wholesalers
• Built a sales team from the ground up, providing training and support to ensure their success
• Set clear KPIs to measure the success of the distribution efforts.

The result

Under my leadership, the marketing, and distribution efforts for Tsarskaya Charka achieved widespread availability in most sales points and bars within five months. This success boosted brand awareness and recognition, establishing Tsarskaya Charka as a top-of-mind brand in the market. Consequently, consumer demand and sales increased significantly.