CIS

Borjomi
Borjomi was the number one mineral water brand in virtually all former Soviet Union and CEE countries. Given the strength of the brand, Borjomi is one of the few domestic fast moving consumer goods companies that competes with international premium brands. The Borjomi Brand has been described by the Harvard Business School as “the Perrier of Russia”.

•   IMD Business School case study.pdf
•   Harvard Business School case study.pdf

At the time of the acquisition of Borjomi in 2002, mineral water consumption rates in Russia and other former Soviet Union States were 10-15% of those in Western Europe. Since then, mineral water consumption in Russia has been increasing at over 15% per year.

To capture a rapidly growing market, Borjomi was restructured into a more aggressive sales and marketing led organisation, with significant investments in marketing, distribution, sales and new production facilities.

During 2006, Borjomi eclipsed all other mineral water producers to become the overall market leader in Russia and Georgia is the market leader in the premium segment in Ukraine and the Baltic States. Borjomi continues to leverage its strong brand recognition in the former Soviet Union to expand to other markets and export sales have grown on an annual basis by over 50% over the past four years. Together with IDS/Morshinskaya it is the largest mineral water company in the CIS.

Website: www.borjomi.ru