Creativity, innovation, combined with business acumen and thinking outside the box – this is Delion's key to success. Delion, part of VM Finance Group, is a company with more than 23 years of experience in the marketing and distribution of alcohol, tobacco and confectionary. Delion recently signed a new 5-year contract with Beluga Group – producer of the high-quality Beluga and Belenkaya vodkas. The world leader in the premium segment has once again placed its trust in the Bulgarian company, which over the years has proven its high level of professionalism, experience and attitude towards the popularization of its brands.
It is said that any company's success depends on the people who work there, and Delion's team is a living proof. Petya Totlyakova, Rangel Rangelov and Zhelyazko Ivanov are some of the people who have been working on building and promoting the Beluga brand in Bulgaria since the very beginning. "Our partners highly appreciate that over the years the team has maintained its integrity and that many of Delion's employees have been part of the company for such a long time," says Petya Totlyakova, Beluga's Brand Manager for Delion.
"During the negotiations for the first contract, we've had long discussions on many points before reaching the final agreement. During the current re-signing, our partners from Beluga Group shared that there wasn't a single moment of doubt that we are the right partner to represent their brands on the Bulgarian market", Petya adds.
The company's team operates like clockwork, and this is evident from the results achieved. Delion has helped the Beluga brand to become an undeniable leader for the last 5 years in the Ultra Premium/Super Premium Vodka segments with over 40% market share, according to data from IWSR Bulgaria.
"We built trust in the brand; we showed its history and the functional and emotional benefits of its consumption. Behind the implementation process was the full commitment of the marketing and sales team through the construction of the mandatory distribution for the new brand. We also received the prestigious award - Beluga Night Life Award - for one of our events", says Marketing Manager Zhelyazko Ivanov.
In a situation of global lockdown, closed businesses and dynamic changes in people's attitude towards experiences, entertainment, consumption and in general - lifestyle, the consumption of premium products has also changed. "The overall COVID-19 situation has been, and it is still a challenge for the business. One thing we did is that we've taken advantage of alternative sales channels. We were very active in e-commerce, which showed its great potential during lockdown – this channel increased its sales more than 3 times. Another thing we've learned is that when lockdown is announced, there is a period of greater uncertainty at the beginning, which then subsides. People find different ways to have fun – at home, outdoors or even online, by organizing tastings, online mixology courses, etc.,” shares Rangel Rangelov, Division Manager of Delion.
The concept of luxury has also been transformed in recent years. However, Delion and Beluga remain relevant throughout. "If luxury used to mean to own something expensive, now it's no longer about possession, it's about experience. Modern luxury brands create unique experiences, offering not only the highest quality, but also authenticity and exclusivity. We have done the same with the signature Beluga events that we organize in the most prestigious establishments", Rangel says.
The development of the cocktail culture in Bulgaria is also helpful. "If people were used to the understanding that cheaper brands were used in cocktails, now the interest in consuming cocktails with premium alcohol is growing. We are confident that our efforts in this direction will bring positive results", Petya is convinced. Another good example is the "food pairing" trend that the company has set. Delicacies and quality food require a quality drink, and the combination of both guarantees pleasure.
How distinct can a vodka be? In short – a lot! A unique malt produced in an ecologically clean region of Western Siberia is used to create Beluga. The fermentation process is also completely natural – no chemical additives are used. What's more, Beluga offers two special series that contribute to the variety of tastes. Beluga Transatlantic Racing is inspired by the Russian sailing team and features barley malt and wild strawberry extract. Beluga Allure, on the other hand, contains maple syrup and fig extract, which makes it softer and adds a sweet aroma with notes of spices and freshly baked bread.
The strength of Beluga Group's portfolio in Bulgaria is complemented by the successful presence of another brand – Belenkaya vodka, although positioned in a different class. A curious fact is that in the 19th century in Russia another word used for vodka was Belenkaya. Nowadays it is distilled in a traditional way with a special filtration through a 13-meter-long coal filter, and the production process for the two products is completely different.
But how do you measure a company's success, except in numbers? Through achievements and recognition – peer recognition, customer recognition and team satisfaction. The assessment of Beluga Group, who see the Delion team as a group of professionals who take an expert and hearted care of their brands, is a satisfaction for the company innovator. Another proof is the number of Delion team's marketing campaigns and projects which are constantly shared with all markets worldwide as an example of "good practice" for the Beluga Group.
