Vodka, consumption growing in bars. Montenegro invests in the segment

Outperforming the pre-Covid period, vodka is one of the best-performing spirits, especially in away-from-home consumption, where in 2023 it recorded a turnover of EUR 154.7 million, or more than 11.7 million litres sold, returning to levels higher than pre-Covid. White vodka alone accounts for 84% of the value and 77% of the volume of the total category market.

It was on the basis of this data that the Montenegro Group decided to focus on the segment: Maysta, made in Poland from Polish rye, follows the production specification of the Geographical Indication (GI) Polish Vodka and will be distributed in 70 and 100 cl formats in Italy from June 2024, initially only in the on-trade channel.

"In line with the strategy of strengthening our offer, with the new proprietary brand Maysta we are presiding over the vodka market," explained Alessandro Soleschi, group director of marketing spirits at Gruppo Montenegro, "which we believe has good development potential. Maysta Vodka is characterised by undisputed product quality and a unique design with attention to every detail. Another distinctive feature is its alcohol content at 41% vol, which enhances all the characteristics that make it the perfect ingredient for mixology".

Obtained through a process involving 4 distillation and 3 filtration phases, 'Maysta,' say the people from Montenegro, 'is limpid and crystalline and on the palate expresses all its purity, with a pleasant bitter almond aftertaste. The nose is firm, clean and balanced with a finish characterised by a sugary, starchy note'.