The first question I put to them that I wanted to ask not just to the members of the team, but the owner himself, has it been worth it? And the answer was
Veena Kumari... (Public relations officer for VRW)
My second question, Why?
I was given many reasons but ultimately it came down to control of production, material costs, distribution logistics & a number of other points. After almost 12 to 18 months of running to and from the drawing board and attending & participating on over 70 shows & events, they now believe they have hit the nail on the head.
Making of the new premium bottle to replace the old one was the most important task, the prime directive (mind the pun) and this was in fact the hardest too. Not only did this bottle have to stand out, but design had to say everything about the drink. Designers for VRW's new bottle "ROCKBELL DESIGNS" did not want this new bottle to be compared with the likes of other leading brands and clones. I have recently in early October seen the proofs and I believe they have achieved this without a doubt (images will be shown soon in next update). My own opinion I feel the whole bottle invokes wonder and mystery which I think customers will appreciate and being a woman and my favourite drink bring vodka, women especially will begin to love this new look wolf and the drink already is awesome as the slogan goes "Goes down like water should".
The team have been making some big changes from the ground up internally, like for example bringing in new blood, people who know how to get results like Advanced Global Procurements (AGP) responsible for all the procuring of raw materials, packaging etc and new design team Rockbell Designs who are responsible for the new look. And that's not the only change, the biggest change VRW made was moving home which was originally in Russia, then Slovak Republic and now Poland, (that a lot of moving around for any company in six years).
The move was important for many reasons which is quite common to anyone in business of this kind on a large scale production but one of the key issues was global distribution. It was important to move and Poland and is geographically positioned just right for a product with a global reach. Plus the country being another nation of vodka lovers and producers I think my statement says it all. With key ports scattered along the north coast and logistics by road to all key EU countries, Poland just seems the logical choice, it will be easier to ship VRW products to USA, Canada, the Americas, EU and the rest of the world.
With the new Premium line now complete they will be launching not just in their home town of London where VRW Head quarters is and rest of the UK, but also set to hit the US & Canadian Market simultaneously. This came from the wolf's mouth himself the founder of VRW and I quote,
"With already strong distribution links here in the UK this is pretty much ready, set go, talks are already underway with a number of distributors in the US & Canada, but we're being very cautious with whom we'll be giving our exclusive rights to for distribution"
Alexander Mustang... (Founder of VRW)
VRW have also planned for 2013 VRW launch in India and Japan which are considered to be extremely important markets for the premium lines and talks are already underway there too.
Along with the re-launch with the Premium VRW bottle, work is also complete for "VRW colossus" special premium limited Edition and "VRW ROAD TO PARADISE" a luxury VODKA special limited edition mainly aimed at the clubbing scene and really high end markets. both products again made from wheat grain which is still sourced from Russia, but more on these lines in my next report.
So that's it for now, I hope to have images to show in my next report on VRW's progress so this is Ashanti signing off. To find out more please visit VRW's main site or facebook: redwolfspirit