Novabev Group

What Novabev Group does

Novabev Group is Russia's largest alcohol company by production revenue, operating a vertically integrated model that spans production, distribution, and retail. Founded in 1999 as Synergy Group (later rebranded to BELUGA GROUP in 2017 and Novabev Group in 2023), the company is publicly traded on the Moscow Exchange under ticker BELU. It owns 40 proprietary brands including the flagship Beluga super-premium vodka, and holds exclusive distribution rights for 77 imported brands across rum, brandy, cognac, tequila, gin, whiskey, and wine categories. The company reached RUB 149.3 billion in 2025 revenue (+10% YoY), RUB 21.2 billion EBITDA (+14% YoY), and RUB 5.2 billion net profit (+13% YoY).

The group operates 9 production sites (5 distilleries, an ethanol plant, and a winery with 355 ha of vineyards at Golubitskoe Estate on the Taman Peninsula), 21 warehouses totaling 120,000 sqm, and a logistics infrastructure integrated with Yandex.Routing and Yandex.Monitoring. Its retail arm, WineLab, is the market leader in Russian specialized alcohol retail with 2,175 stores, 10 million WINCLUB loyalty members, and the No. 1 position in online alcohol sales. The company employs 15,000 people, and its products reach more than 197,000 stores across Russia through direct sales to federal retail chains (METRO, Auchan, Magnit, Perekrestok, Lenta) and independent distributors, supplemented by marketplace partnerships on Yandex.Market, Wildberries, Ozon, Megamarket, T-Bank, and Cooper.

The business model combines four revenue streams: own-brand alcohol production and sales, WineLab retail, exclusive import distribution for international partners, and a smaller foodstuffs subsidiary in the Far East (dairy, meat, ice cream, surimi). AI is applied to mass recruitment and warehouse operations (Yandex Robotics), while Honest Mark system integration and centralized TMS/WMS deliver near-100% warehouse automation. The company maintains an AA.ru credit rating with stable outlook from NCR.

Name

Novabev Group

Legal name

PJSC Novabev Group

Website

https://novabev.com

Company type

Public

Founded year

1999

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Novabev Group is Russia's largest alcohol producer, distributor, and retailer, operating a vertically integrated model with 40 own brands, 77 imported brands, and the 2,175-store WineLab retail chain serving federal retail chains, HoReCa, and B2C consumers.

Ownership category

akta.pro rank

Product category

Alcoholic Beverages (Spirits, Wine, and Liquor)

NAICS

Distilleries (312140), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Wineries (312130), Beer, Wine, and Liquor Retailers (445320)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Beverages (2080)

akta.pro primary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

akta.pro secondary industries

Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Spirits production
• Alcoholic beverages
• Wine distribution
• Specialized retail
• Vodka manufacturing

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Alcohol production and sales: Production and sale of owned alcoholic beverage brands including vodka, brandy, whiskey, gin, rum, liqueurs, bitters, wine, and sparkling wine. Revenue generated through direct sales to retail chains, distributors, and specialized alcohol retail.
2. WineLab retail: Revenue from company's own retail chain WineLab, selling alcoholic and non-alcoholic beverages. Own retail segment showed strong growth with 2,175 stores, 10 million loyalty members, and 9% revenue growth in 2025.
3. Import and distribution of partner brands: Exclusive distribution of international spirits and wines including Barceló rum, Torres brandy, Noy cognac, Planteray rum, Agavita tequila, Disaronno liqueur, and imported wines. WineLab chain serves as key distribution channel.
4. Foodstuffs business: Production and distribution of dairy products, meat products, and ice cream through RodStor Group LLC subsidiary in Far East. Products distributed under local brands through own convenience stores and distributors.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Novabev Group is a vertically integrated Russian alcohol company that produces, imports, distributes, and sells branded spirits, wines, and related drinks. It operates 9 production sites, a 21-warehouse logistics network, exclusive distribution rights for 110+ international brands, and the WineLab retail chain (2,175+ stores) with WINCLUB loyalty (10M+ members), serving B2B retail customers, HoReCa partners, and B2C consumers.

Product overview

Novabev Group is Russia's largest alcohol company with a diversified brand portfolio covering every major category and segment in the alcohol market. The company operates through a vertically integrated model combining production (5 distilleries, ethanol plant, winery), distribution (own distribution system), and retail (WineLab chain with 2,175+ stores). Core own brands include Beluga (super-premium vodka flagship), Belenkaya, Arkhangelskaya, Snow Owl, Orthodox, Myagkov, Tsar (vodkas); Fox & Dogs, Troublemaker (whiskeys); Golden Reserve, Bastion (brandies); Green Baboon, Oyster (gins); Beluga Botanicals (botanical spirits); Golubitskoe Estate, Tête de Cheval (wines); Nostradamus, Doctor August (liqueurs); Hunting Bitter (bitters). Imported portfolio includes Ron Barceló, Planteray, Canerock (rums), Torres Brandy, Noy (brandies), Agavita, Lokita (tequilas), The San-In (whiskey), Disaronno (liqueur), Cono Sur, Concha y Toro, JP. Chenet, Piccini (wines), and Riedel (glassware). Retail operations include WineLab chain with WINCLUB loyalty program (10M+ members). The company also operates in foodstuffs through dairy, meat, ice cream, and surimi production in the Far East.

Differentiator

Problem solved

Functional benefit

Brands

• Beluga: Flagship super-premium vodka brand, No. 1 super-premium vodka in Russia
• Belenkaya
• Arkhangelskaya
• Snow Owl (Belaya Sova)
• Orthodox
• Myagkov
• PARKA
• Tsar
• Beluga Botanicals
• Fox & Dogs
• Green Baboon
• Devil's Island
• Troublemaker
• Hunting Bitter
• Golden Reserve
• Bastion
• Doctor August
• Nostradamus
• Golubitskoe Estate
• Tête de Cheval
• WineLab
• WINCLUB
• WineLab

Products and services

• Beluga vodka Super-premium vodka — flagship brand of Novabev Group and No. 1 super-premium vodka in Russia by sales volume; sold through retail chains, HoReCa, WineLab, and exports.
• WineLab retail chain Own specialized alcohol retail chain with 2,175+ stores across Russia, offering 2,500+ products per store, omnichannel (in-store, website, mobile app, marketplace storefronts), and the WINCLUB loyalty program (10M+ members).
• Imported premium spirits and wine distribution Exclusive Russian distribution rights for 110+ international brands including Ron Barceló rum, Torres brandy, Noy cognac, Cono Sur wines, Concha y Toro, JP. Chenet, Piccini, Agavita tequila, Disaronno, and Riedel glassware. Distributed to retail chains, WineLab, and HoReCa.
• Golubitskoe Estate wines Premium still and sparkling wines plus Tête de Cheval vermouth produced at the company's own Golubitskoe Estate winery on Taman Peninsula (355 ha of vineyards). Includes Pinot Noir Noble Selection Rosé (top 3 rosés in Russia).
• Beluga Botanicals Beluga sub-brand botanical spirits (Pear & Linden, Rose & Lime, Cucumber & Mint). ABV 30%, no added sugar, no GMOs, reduced calorie.
• Foodstuffs business (RodStor Group — dairy, meat, ice cream, surimi) Production and distribution of dairy, ice cream, meat products, and surimi in Far East Russia under DAKGOMZ (200+ SKUs), Nakhodka Meat Processing Plant (250+ SKUs under Good Deeds brand), and KVEN (Far East's leading surimi producer).
• Beluga Hunting (now Hunting Bitter) Own brand herbal and berry bitters line, including premium Hunter's Bitter SKU, produced at historic facilities with artesian water.
• Nostradamus liqueur Premium liqueur line launched in 2025 in two flavors: Cranberry-Grapefruit and Pepper-Lemon.
• Tête de Cheval Vermouth Blanc First vermouth in Novabev portfolio from the Golubitskoe Estate winery. 15% ABV, Chardonnay-based, over a dozen Altai and Lake Baikal botanicals.
• JP. Chenet (South Africa) New South African JP. Chenet wines (semi-dry Belle Aventure and semi-sweet Douce Melodie) sourced via Iwayini subsidiary from Neetlingshof Estate.
• Marques de Casa Concha Premium Concha y Toro wine line launched in Russia (Carmenère, Pinot Noir, Chardonnay).
• Ron Barceló (localized) Spanish rum brand, 7th largest rum globally, with bottling localized to Georgievsky distillery in Russia.
• Troublemaker whiskey (Spiced and Apple flavors) Irish whiskey brand with new Spiced and Apple flavor variants.
• Beluga, Belenkaya, Arkhangelskaya, Snow Owl, Orthodox, Myagkov, Tsar, PARKA vodka portfolio Owned vodka brand portfolio spanning mass to super-premium tiers (Beluga, Belenkaya, Arkhangelskaya, Snow Owl, Orthodox, Myagkov, Tsar, PARKA).
• Green Baboon, Oyster gin Own gin portfolio including Green Baboon (pink, blackcurrant, banana, citrus) and Oyster London Dry gin (Adriatic/Montenegro botanicals, kosher).
• Golden Reserve, Bastion, Ardeli, Tiflis Treasure brandy Owned brandy portfolio including Golden Reserve (80+ year tradition, restyled 2025), Bastion, Ardeli, and Tiflis Treasure.
• WINCLUB loyalty program Points-based loyalty program tied to WineLab retail chain with 10M+ registered customers and top-3 ranking by INFOLine among FMCG-chain loyalty programs.

Quantifiable outcome

• Revenue grew 10% to RUB 149.3 billion in 2025
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• YandexcoreTechnology or Integration · 1 January 2026Long-term partnership announced for artificial intelligence, e-commerce and data analytics. Key areas of focus include AI development, e-commerce expansion, and data analytics solutions. WineLab to benefit from Yandex's technology capabilities.
• NCR (National Credit Ratings)coreOthers · 1 June 2025Credit rating agency assigned Novabev Group credit rating of AA.ru with stable outlook. Rating reflects company's strong market position, sound financial profile, and high standards of corporate governance.
• Yerevan Ararat Brandy-Wine-Vodka FactorycoreStrategic or Co-development Partner · 1 January 2025Partnership extended by 10 years to December 31, 2034 for exclusive representation of Noy brandy range in Russia. Since 2020, the brand's position in Russia has strengthened significantly with updated collection design. Novabev Group is the exclusive distributor of Noy cognac in Russia.
• PicciniminorChannel Partner/ Reseller/ Distributor · 1 January 2025New partnership for Piccini Undici Gradi, a line of light Tuscan wines with reduced alcohol content. Novabev Group is exclusive distributor in Russia.
• Marques de Casa Concha (Concha y Toro)coreChannel Partner/ Reseller/ Distributor · 1 January 2025Premium line launched in Russia in October 2025. Marques de Casa Concha represents Concha y Toro's premium offerings. Concha y Toro is the world's largest producer of Chilean wines. Novabev Group is exclusive distributor in Russia.
• Yandex RoboticscoreTechnology or Integration · 1 January 2025Collaboration to automate warehouse operations. Part of ongoing digitalization and robotization strategy. Yandex Robotics providing automation solutions for Novabev Group's logistics operations.
• Les Grands Chais de France / IwayinicoreChannel Partner/ Reseller/ Distributor · 1 January 2023Les Grands Chais de France produces JP. Chenet wines. Iwayini subsidiary acquired Neetlingshof Estate winery in South Africa (founded 1692). Russia was first market to receive South African JP. Chenet wines. Novabev Group distributes these wines through WineLab chain.
• RiedelcoreChannel Partner/ Reseller/ Distributor · 1 January 2019Exclusive distributor of Austrian premium glassware manufacturer Riedel in Russia since 2019. Products distributed through WineLab chain and key accounts.
• Torres BrandycoreChannel Partner/ Reseller/ Distributor · 1 January 201510-year partnership anniversary celebrated in 2025. Torres Brandy was the bestselling and top trending brandy for fifth consecutive year according to 2024 Annual Brands Report. Exclusive distribution agreement for Torres wines and brandies in Russia.
• Ron BarcelócoreChannel Partner/ Reseller/ Distributor · 1 January 201510-year partnership anniversary in 2025. Ron Barceló was the seventh largest rum brand globally. Novabev Group initiated localization project to bottle six SKUs of Barceló rum at Georgievsky distillery in Russia. Design of Blanco and Dorado bottles updated globally.
• Cono SurcoreChannel Partner/ Reseller/ Distributor · 1 January 201510-year partnership anniversary in 2025. Cono Sur was one of world's top 50 most admired wine brands according to Drinks International's The World's Most Admired Wine Brands 2024. Novabev Group distributes Cono Sur wines in Russia.

Scale indicators19 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Simple Wine: Simple Wine is a leading Russian wine importer and distributor with own retail chain. Comparable as a Russian wine/alcohol importer-distributor-retailer with overlapping portfolio of international brands and similar channel strategy.
• Fanagoria: Fanagoria is Russia's largest winery by vineyard area, located in Krasnodar region. Comparable as a Russian wine producer and peer to Novabev's Golubitskoe Estate, though focused solely on wine rather than full spirits portfolio.

Broad incumbents

• Constellation Brands: Constellation Brands is a leading global premium alcohol company with beer, wine, and spirits. Comparable in its multi-category premium brand portfolio strategy and distribution scale across markets.
• Diageo: Diageo is the world's largest spirits producer (Smirnoff, Johnnie Walker, Baileys). Comparable as a global premium spirits manufacturer with vertically integrated distribution; relevant for benchmarking premium brand-building and export models.
• LVMH (Moët Hennessy): LVMH's wines and spirits division includes Hennessy, Dom Pérignon, and Belvedere. Comparable as a premium spirits and luxury alcohol group with strong brand-building and distribution capabilities at the global premium tier.
• Brown-Forman: Brown-Forman is a major American spirits company (Jack Daniel's, Finlandia vodka). Comparable as a global premium spirits producer with strong brand portfolio and Russian market presence through imported vodka brands.
• Pernod Ricard: Pernod Ricard is a global leader in wines and spirits (Absolut, Jameson, Chivas). Comparable as a multinational premium spirits company with broad portfolio strategy similar to Novabev's multi-brand approach across categories.

Emerging players

• Stock Spirits Group: Stock Spirits is a leading branded spirits company in Central and Eastern Europe. Comparable as a regional spirits player with vodka portfolio focus, though smaller scale and more geographically limited than Novabev.

Direct peers

• SPI Group: SPI Group is one of Russia's largest spirits producers (Stolichnaya, Moskovskaya), with global brand portfolio. Directly comparable as a vertically integrated Russian vodka/spirits company with similar production, distribution, and brand licensing model.
• Roust Corporation: Roust Corporation is a leading Russian premium spirits producer (Russian Standard vodka) with extensive distribution across Russia and CIS. Direct peer in vodka production with similar vertically integrated model and premium positioning strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/novabevgroup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novabev Group