Alexandrion Group enters the International Vodka Market with OMU Vodka, a Premium, 100% Romanian Product

Alexandrion Group, part of the Nawaf Salameh Family Office, is changing the rules of the game in the international vodka market by launching a premium, 100% Romanian product inspired by the purity and beauty of nature in the Bucegi Mountains. OMU Vodka pays homage to one of the highest mountain peaks in Romania, Omu Peak, and is aimed at those with a spirit of adventure, a constant desire to explore, and a goal to push their limits.

The label is signed by Horia Colibăşanu, one of the world’s most prolific climbers, with over 20 years of experience in climbing mountain peaks over 8,000 meters without extra oxygen and without the guidance of sherpas. Horia Colibăşanu has been appointed Brand Ambassador for OMU Vodka.

OMU Vodka is produced at the Alexandrion Saber Distilleries 1789 from high-quality wheat. It is distilled seven times and filtered five times to ensure the purity of the liquid, a refined taste, and a premium experience.

Dr. Nawaf Salameh, Founding Chairman of the Nawaf Salameh Family Office, said: “OMU Vodka is the first Romanian vodka produced 100% by the Alexandrion Group team, and we have the responsibility to take it to the top of the category. We have two other vodka brands in our portfolio, Kreskova Vodka and Alexander, which are successful nationally and internationally, but they are brands we acquired from other producers and developed over the years. Kreskova Vodka was produced in Crete, while Alexander is the first private Romanian vodka brand, produced in Iaşi by the Salvaras Group, founded by a Greek businessman and his wife from the Republic of Moldova, based on a recipe created by a Romanian professor.

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Regarding the business strategy for the vodka category in the Alexandrion Group portfolio, Dr. Nawaf Salameh explained: “Two years ago, I promised that we would change the rules of the game in the global vodka market. OMU Vodka is the first step in this direction, representing the courage to approach a highly competitive market. We aim to market OMU Vodka in over 200 countries, and this product has all the arguments to become known and appreciated internationally in a short time. In the long term, with the vodka brands in our portfolio, we aim to cover 10% of the global market share in this category.”

Horia Colibăşanu, Brand Ambassador for OMU Vodka, present at the event, shared with the guests the story of his beginnings in his climbing career and highlighted his association with the OMU Vodka brand.

“I started my climbing career in the Bucegi Mountains, where Omu Peak is located. My first trip was on the Bucegi Plateau. I was in the 11th grade, left with my backpack from Sinaia Train Station, and for a week I did exactly what I wanted: climbed mountains and felt a great sense of freedom. The Bucegi Mountains and Omu  Peak have a special significance; they represent the beginning of my climbing career. So, I was excited about the discussion I had with the representatives of the Alexandrion Group, who proposed the role of Brand Ambassador to me. I discovered that I had many things in common with OMU Vodka, an authentic, honest brand that delivers what it promises; both I and OMU Vodka prefer the cool weather, we feel better at -30 Celsius degrees than at +30 Celsius degrees. For me, the most important thing when reaching a mountain peak anywhere in the world is to raise the Romanian flag. OMU Vodka is a 100% Romanian brand. This is its most important attribute, which will surely win over consumers from many countries, just as climbers always conquer new peaks.”

OMU Vodka is aimed at those with a spirit of adventure, a constant desire to explore, and a goal to push their limits, who love sports and spending time outdoors.

It can be enjoyed on various occasions, neat, in long drinks, or cocktails.

The phrases that best reflect the personality of the target consumer are: “I want to explore and discover.” “I want to change the rules of the game.”

The first batch of OMU Vodka was bottled in the presence of vlogger Selly, who documented the production and bottling process for the show “La munca.” The episode will be aired soon on his YouTube channel.