TOVARITCH, a premium vodka brand now produced in Latvia, has emerged as the world’s most highly awarded vodka, having received 145 industry accolades. While relatively unknown in the UK until now, the brand is poised to make significant inroads into the market as it targets consumers and trade customers alike.
The name “TOVARITCH!” means “friend” or “buddy” in Russian, reflecting the vodka’s origins and recipe, which dates back over 200 years. However, following Russia’s invasion of Ukraine in February 2022, the brand swiftly relocated its production to Europe, cementing its identity as a thoroughly European product. Today, TOVARITCH! is manufactured in Latvia, a member of the European Union, and all its ingredients, packaging, and materials are sourced entirely from Europe.
The vodka, which is packaged in a simple yet elegant 70cl bottle and has an alcohol content of 37.5%, is priced between £23 and £25. TOVARITCH! is recognised for its meticulous production process, which includes five rounds of distillation and 10 rounds of filtration, delivering a smooth and refined taste. The brand has garnered praise from industry bodies such as the International Wine & Spirit Competition (IWSC), The Spirits Business, and the International Spirits Challenge.
TOVARITCH! traces its origins to the 18th century, when the recipe was first created by the noble family of Count Jules René Litta. The brand was revived in the 20th century by Marquis Eugenio Litta Modignani, CEO and founder of TSI S.A., the Geneva-based company that owns TOVARITCH!. Reflecting on the brand’s success, Modignani said, “Tradition is at the heart of the brand’s excellence, but a contemporary approach is key to our continuing success.”
Following the decision to shift production to Latvia, TOVARITCH! also embraced a rebrand, adopting a new blue and white identity, replacing its previous red logo. The rebrand aims to reflect the vodka’s contemporary positioning while maintaining its commitment to quality and tradition. The clean, modern bottle design ensures that TOVARITCH! has a prominent presence on shelves and is instantly recognisable.
Modignani also highlighted the brand’s value proposition. “Our vodka is 10% more affordable than global category leaders, but without compromising on taste or quality,” he explained. TOVARITCH! is known for its refined, zesty taste with a balance of stone fruit and peppery spice notes. According to IWSC judges, the vodka’s versatility makes it ideal for mixers and cocktails.
As the global vodka market, currently valued at over $40 billion, continues to grow, TOVARITCH! is eyeing the UK and Australia as its next big opportunities. The brand’s management believes it is well-positioned to fill the gap left by Russian Standard’s withdrawal from the market and to offer an appealing alternative to well-established premium vodka brands.
Already sold in countries including Italy, the Benelux region, Portugal, Romania, Australia, and the USA, TOVARITCH! expects to capitalise on the resurgence of interest in vodka, especially as gin’s popularity appears to be slowing.
