Inside Simple, Russia's biggest wine business

Russia’s Simple is not just a wine importer, writes Sergey Panov. It’s an interconnected series of brands that support and reinforce one another.

A Simple wine bar, Russia
A Simple wine bar, Russia

When anybody raises the subject of brand ecosystems, the companies most likely to come to mind are probably Google or Apple. But the wine industry also has a good example of a company that has built a system of successful brands that support each other’s growth. Professionals who are even slightly familiar with the Russian wine market know of Simple as one of its three largest importers. But Simple’s key feature is not so much the size of its turnover as its unique ecosystem. The best Russian sommelier school; a wine magazine with no competitor; Russia’s only wine conference; a chain of wine bars – all of these are parts of its single brand network. 


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