Beluga Vodka (Noblewood USA) and Empire Merchants proudly announce a strategic distribution alliance in the state of New York, effective April 1st, 2025. This collaboration expands Beluga Vodka’s presence in one of the world’s most influential luxury markets while further strengthening Empire Merchants’ distinguished portfolio, which boasts over 10,000 world-class spirits, wines, and liqueurs.
Crafted in Montenegro, Beluga Vodka is the fastest-growing super-premium vodka brand in the U.S.* Beluga Vodka’s global reach spans 66 countries, and it is admired as one of the Top 5 Trending Vodka Brands Worldwide**. Best consumed with caviar, Beluga Vodka is the quintessential choice for martinis, the timeless cocktail favored by discerning bartenders and connoisseurs.
Empire Merchants has earned its renowned reputation as New York’s leading premium beverage distributor, serving over 10,000 prestigious restaurants, bars, hotels, nightclubs, and retailers. With a legacy dating back to the end of Prohibition, Empire Merchants has cultivated enduring relationships with more than 150 global suppliers. Operating from cutting-edge facilities in Queens and Brooklyn, as well as locations in the Upstate market, Empire Merchant’s advanced logistical capabilities guarantee impeccable service.
President and CEO of Empire Merchants, Eric Pfeil, and Noblewood USA CEO, Sergey Kucher, are united in their excitement to embark on this exceptional partnership, bringing Beluga’s leading luxury vodka to the renowned tastemakers of New York. This alignment positions both Beluga Vodka and Empire Merchants for continued growth, propelling both brands into a dynamic new chapter in this key market.
For more information, visit vodka-beluga.com and empiremerchants.com.
About Beluga Vodka
Beluga Vodka distinguishes itself as the fastest growing ultra-premium vodka brand in the USA and ranks among the top 5 trending vodkas worldwide. Created from 100% Nordic grain and pure spring water in Montenegro, a bastion of ecological consciousness. Beluga Vodka has its own distillery in Latvia, which adds to its unique identity.
The process of making Beluga vodka gives the vodka a very refined and smooth taste, a testament to its commitment to unparalleled quality across production stages. Adorned with a metal beluga sturgeon, each bottle showcases the brand’s dedication to craftsmanship. Best consumed with caviar, it offers a refined experience for those who appreciate the finest things in life.
The Beluga Vodka portfolio includes Beluga Gold Line, Beluga Noble, Beluga Transatlantic Racing, Beluga Allure, and Beluga Celebration.
About Noblewood Group
Noblewood Group is a leading creator and distributor of super-premium spirits, headquartered in Montenegro. As a fully integrated business with a field-to-table approach, Noblewood Group controls every stage of production, from sourcing the purest water, organic grains, and premium aromatics to crafting, marketing, and distributing its brands worldwide. With state-of-the-art facilities, including a distillery in Latvia and a blending and bottling site in Montenegro, Noblewood Group ensures the highest standards of quality and craftsmanship. Its portfolio, featuring Beluga Vodka, is distinguished by exceptional spirits, iconic packaging, and world-class marketing, supported by a dedicated global network of brand ambassadors. As the company continues to expand, Noblewood Group is crafting a portfolio of luxury spirits designed to lead in both retail and hospitality, setting new benchmarks in the super-premium spirits category.
About Empire Merchants
Empire Merchants is the premier wine and spirits distributor in the metropolitan New York area with roots going back to the end of Prohibition. With more than 1,500 dedicated employees and state-of-the-art facilities, Empire Merchants has become synonymous with both service and quality and has earned the loyalty of more than 10,000 area restaurants, bars, hotels, nightclubs and retail outlets.
Their centrally located offices and warehouses in Queens and Brooklyn stock over 8,500 unique beverage alcohol products, shipped in from over 150 global supplier partners. Their sophisticated warehouse management and sortation systems allow them to effortlessly track a single case as it moves through their distribution center and onto a truck for delivery to the trade next business day.
The company was formed in February 2007 through the legal combination of Charmer Industries Inc. and Peerless Importers Inc. in Metro New York. The resulting company, Empire Merchants, is a partnership between Bulldog Ventures Ltd., a company owned by the Magliocco family, and Charmer Industries, Inc., a company owned by the Drucker and Merinoff families.
*Nielsen IQ data
** Drinks International Magazine 2025
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