Written by Irina Proskurina, Entrepreneur
Irina Proskurina is a proud CEO and founder of E-PR Online Agency – a New York-based digital platform that leverages online publications in the world’s most renowned media outlets to help people and businesses grow their brands. With years of experience in PR under her belt, she witnessed amazing client success stories: explosive audience reach boost, growth in SERP rankings and traffic, excellent brand reputation – you name it.
Evgeniy Chernyak, the owner of Global Spirits, has carved a unique niche in the international market through a strategic focus on distribution and brand development. His company's approach to expanding into export markets, establishing representative offices, and creating consumer access to their products exemplifies a successful global market entry strategy.
Chernyak's Global Spirits is a notable example of effective strategic management and systematic planning. It stands out as the only Ukrainian company producing original American craft whiskey in Florida and classic bourbon in Kentucky. Additionally, the company manufactures Botanical Gin in Italy, Caribbean rum in the Dominican Republic, and tequila from 100% agave in Mexico.
The company's strategy is underpinned by constant data collection and analysis, which informs the development of new products and categories, and enhances export strategies and market share. This meticulous approach aligns with Chernyak's philosophy and the ethos of his top management: consistently stepping out of their comfort zone to seek innovative business solutions.
Strategic expansion and product diversification
In 2024, Global Spirits ventured into the energy drink market in Poland, reflecting a strategic move into a growing sector. The company also introduced water and lemonades under the Gudauri brand in Georgia. Looking ahead, they plan to commence wine production in Australia and New Zealand by September 10, with blends already prepared and stored in barrels.
A key aspect of Chernyak's strategy has been altering the company's distribution algorithm. Moving away from outsourcing, Global Spirits now handles its own distribution, similar to its operations in the U.S., where it has established an official presence. This shift resulted in a 21% sales growth in 2023.
Chernyak's focus on understanding the American market has been instrumental in this success. Spending significant time in retail environments, he studied consumer behavior, preferences, and decision-making processes, which informed his decision to invest heavily in this market. By 2013, Global Spirits products were available in the U.S., and eleven years later, their Odessa Cognac Factory products are sold in 22 states, with brands like Khor Vodka, Pervak Vodka, Leaf Vodka, Krol Vodka, Ameris Gin, Por La Gente Tequila, Del Dueño Rum, and Odessa Brandy leading the market.
Foundations of success
Chernyak's journey began with a small trading venture focusing on impulse purchases like chewing gum, snacks, Pepsi, and beer. This modest start yielded significant profits, which he reinvested to expand to 17 locations, setting the stage for larger-scale operations. In 2003, the first products rolled off the Zaporozhye liquor and vodka plant conveyor, marking the birth of the Khortytsa brand and the beginning of Chernyak's large-scale business ventures.
The success of Global Spirits is rooted in clear process management stages, strong partnership relations, and meticulous financial planning. Chernyak's hands-on approach, including regular visits to production sites and direct communication with employees at all levels, has been crucial. This practice allows him to identify potential issues, discuss ideas, and maintain a pulse on the company’s operations, contributing to the architecture of the Global Spirits holding.
Global presence and market penetration
Today, Global Spirits is a dominant player in Europe and is steadily gaining a similar status in the American market. The company's extensive portfolio includes renowned brands like Khortytsa, Shustoff, Oreanda, Pervak, Morosha, San Marino, Royal King Gin, Del Dueño, Ameris, and Bell Rock. Global Spirits exports to 87 countries and has established offices in Ukraine, the USA, Poland, Lithuania, Latvia, Kyrgyzstan, Azerbaijan, Kazakhstan, and Uzbekistan.
Sharing knowledge and inspiring new entrepreneurs
Evgeniy Chernyak is not just a businessman but also a mentor. Through his platform, the Big Money project, he shares his experiences and insights with aspiring entrepreneurs. This initiative provides access to invaluable knowledge and strategies that have propelled him to success.
Chernyak has also documented his business principles in a series of books titled "Big Money," outlining 48 laws of business power. These books offer concrete steps and tools for starting and growing a business, highlighting common pitfalls and providing alternative solutions. Chernyak's approach emphasizes actionable strategies over mere motivation, equipping new entrepreneurs with the necessary tools to succeed.
In his videos and books, Chernyak demonstrates that the path to significant business success, including reaching the Forbes rankings, is accessible to anyone willing to work hard and step out of their comfort zone. His journey and the growth of Global Spirits serve as a powerful testament to the potential of strategic planning and relentless pursuit of excellence in business.
Irina Proskurina, Entrepreneur
Irina Proskurina is a proud CEO and founder of E-PR Online Agency – a New York-based digital platform that leverages online publications in the world’s most renowned media outlets to help people and businesses grow their brands. With years of experience in PR under her belt, she witnessed amazing client success stories: explosive audience reach boost, growth in SERP rankings and traffic, excellent brand reputation – you name it. She’d like to share these stories to inspire readers to pursue PR strategies for their business endeavors. Her services allow companies to grow their brand essence, increase engagement with their target audience, capitalize on SEO and carve a unique space in their mark.
