| Bill Mateo: There is one brightest feature of the | | | | with unique positions. |
| Russian business, which has not changed for last | | | | Bill marks: |
| years. As a rule, the Russian businessmen precisely | | | | To get under a wing of Maxxium, the drink should not |
| speak, what will do and what they won't do. And you | | | | compete to already available positions. It means, that |
| can trust for this word. In comparison with culture of | | | | the new mark should have unique features not |
| business dealing in Latin America, this feature of the | | | | inherent by any of already existent in our portofolio. |
| Russian businessmen is striking in eyes. It was possible, | | | | Besides the drink should have sufficient potential, that |
| that in the countries of Latin America I heard anything | | | | at our joint efforts to become recognizable luxury |
| you like that to begin deals, but it did not meant all, that | | | | brand. And it means a high quality of components and |
| these promises were executed. The majority of the | | | | technologies, and also interesting history. From the point |
| Russian businessmen with which I had to work, are the | | | | of view of business the owners of the brand should |
| people, on which it is possible to rely. The serious | | | | have desire and opportunities to render serious |
| disagreements, certainly, take place, but almost always | | | | financial support for advancement of the product in the |
| there is an opportunity to reach the compromise. | | | | new market. We had the brand of vodka Absolut. And |
| Bill Mateo has arrived to Russia in 1992, he has the | | | | it was one of examples of ideal cooperation for us. |
| Russian wife, and the daughter goes in Russian school. | | | | Now we decide the problem, with what products we |
| The family of the chief of Maxxium Russia lives all this | | | | could expand our line. We have a lot of offers for |
| time in Moscow, except for those three years, which | | | | consideration. Missing of "Absolut", we are thinking, |
| they have lead in New York, Sao Paulo and Buenos | | | | whether to accept in our "command" any vodka. But |
| Aires. Mr. Mateo was a eye-witness of many changes | | | | to the vodka as a brand we have at us higher |
| in the Russian market (including two crises), and also a | | | | requirements, than to other drinks. |
| large quantity of funny things. When in 2001 Bill has got | | | | At the promotion of elite alcohol to the Russian |
| over with family to New York, he was sure, that his | | | | market Maxxium tries to develop the direct |
| spouse will have very difficult adaptation for the new | | | | communications with the consumers. That is, |
| country and culture. In practice he has confronted by | | | | constantly expands a circle of the adherents of this or |
| "difficulties of translation". | | | | that mark, which then recommend the same cognac |
| Bill remember: | | | | Courvoisier or one-malt brandy The Macallan to the |
| It has appeared, that for 9 years, since 1992, I have | | | | friends and colleagues, present to the partners of the |
| turned to the European, maybe, I became a little bit | | | | business. As one of the best tools for this purpose Bill |
| Russian. And the Staffs have changed very strongly | | | | Mateo considers an event-marketing. |
| for this time. In many respects because of it we have | | | | Bill : Recently I have met the main editor of small edition |
| moved in Sao Paolo. And when there was a choice | | | | - the magazine devoted to art of a barbeque. They |
| where to come back from Latin America - in USA or | | | | regularly arrange picnics for solvent public. It is far from |
| in Russia, I have understood, that there is no a choice | | | | being a fashionable place. The people, which come |
| actually. And, to tell the truth, I was delighted to this | | | | there, adore to cook. The special audience of such |
| fact. I like to live and make a business here, I feel | | | | picnics appreciates a quality, taste and comfort. In |
| comfort with the Russian people. I am drawn with | | | | many respects it suits of our values. Among the |
| many features of Russian soul. | | | | guests of these measures - the artists, producers, |
| For the years of work in Russia Bill Mateo had time to | | | | politics and representatives of business - elite. So, an |
| study the local customs and finds it "is paradoxical | | | | example of our special event. We do not aspire to |
| attractive". On an occupation Bill often is crossed with | | | | support the extremely large events, which is widely |
| the representatives of the Russian elite. Besides, the | | | | covered in press, though we participate in it often. The |
| knowledge of tastes and predilections of solvent | | | | one of the basic criteria for us - who will visit this |
| Russian - one of his main instruments in struggle for | | | | measure. It should be the people with taste, which |
| the consumer. | | | | understand in elite alcohol, can estimate all qualities of |
| Bill: the Russian buyer of the luxury goods wants not | | | | our drinks and in time can become their admirers. |
| only to get things and services. He wants to know | | | | Vianea: For example, we have such remarkable |
| about them all: legends, history, technology. I saw many | | | | format of a VIP-action - The Macallan Dinner. Similar |
| times, how the people here drink bonus alcohol. It is not | | | | events of a highest level we spent and we'll spend in a |
| the simple libation. This is pleasure of smart taste, smell, | | | | near future in large cities of Russia, collecting on |
| bouquet, which have the drinks of a high level. They | | | | perfect supper with most (on a recognition of the |
| even want to know, with what conditions, in barrels of | | | | experts) precious in the world the one-malty brandy |
| what year the drinks was kept, where the wood for | | | | The Macallan for the partners, local business elite. |
| barrels was taken, what grade of barley was used. | | | | The visitors The Macallan Dinner have an opportunity |
| Among the Russian buyers it is a lot of people who | | | | to test specially developed by the head-cook of a |
| visits the wineries and other alcoholic manufactures | | | | dishes of high art, which emphasize taste by this or |
| specially to learn more about the favourite drink. It | | | | that expression of the brandy the Macallan. We aspire |
| concerns the culture of consumption of all luxury | | | | to inform up to our visitors the pleasure, which can |
| products, not only alcohol. It is absurd to ask of the | | | | bring brandy of such faultless quality. We preach a |
| American owning Bentley, about characteristics of his | | | | culture of drinking and give the large attention to |
| auto. But Russians are know. Believe me, they really | | | | instruction of our clients. On the Macallan Dinner among |
| know! | | | | the visitors frequently there are most important people |
| So, the William Mateo's own choice. Top-5 of his | | | | of city. Usually we spend the action in the best |
| favorite alcoholic drinks. | | | | restaurant of city. We can the possibility to taste all line |
| 1. "Courvoisier L’Esprit" | | | | The Macallan - from 12 till 30 years. The tasting of |
| Bill: a bottle of this cognac from storehouse of the | | | | each sort is accompanied by the appropriate dish and |
| patrimonial castle brandy home with name "Paradise" | | | | comments of the experts. |
| has presented me personally foreman Courvoisier. | | | | The choice of such strategy of promotion not casually. |
| The oldest spirit of Courvoisier L'Esprit is dated by | | | | It is a direct sequent, how perceive alcohol in the |
| 1802, younger - 1930. The taste is impossible to | | | | company Maxxium. The expensive drink is many-sided |
| describe, how it is impossible to look in paradise. | | | | a work of art, in which the whole history and skill of |
| 2. Elite malty brandy The Macallan and in particular its | | | | generations. Each drop gives a lot of emotions, which |
| limited edition "The Macallan in Lalique (50, 55 and 57 | | | | are capable to add and enrich the pleasure or solitude. |
| years). | | | | Therefore Bill Mateo considers, that for the each case |
| Bill: To tell about this drink, that it improbable - to tell | | | | - suitable drink, which most corresponds to emotions at |
| nothing. Even this word on the hundredth part does not | | | | the given moment. |
| characterize shades of its perfection. | | | | Ideal drink for evenings alone. |
| 3-4. Malty brandy "Highland Park" and "Laphroaig". | | | | Bill: To reflect on life in loneliness, sitting at the fireplace, I |
| Bill: Usually people prefer only one of them. But I like the | | | | prefer with a glass of The Macallan 25 or 16-year's |
| both. | | | | Laphroaig is depends on my mood. |
| Vianea: It is two strongly different types of island | | | | The best alcohol for romantic evening with the woman. |
| brandy. "Highland Park" - refined taste, all shades are | | | | Bill: It is a difficult and responsible question. Such the |
| balanced, it distinguishes easy puff in a combination to | | | | case requires good old vine. But there is no vine in a |
| sweetness of sherry tun, whereas "Laphroaig" has | | | | portfolio of Maxxium. But there are liquors Bols, for |
| brightly expressed straight-out smoky aroma, in which | | | | example. Easy cocktails on a basis of Bols - the |
| the shades of salty sea air and iodic notes. | | | | magnificent beginning of romantic supper. |
| 5. "Jim Beam Black" | | | | The most cheerful drinks for a noisy party of the close |
| Bill: This bourbon for each day, non-committal. It is a little | | | | friends. |
| bit spicy, easy and thus very bright. I adore it. | | | | Bill: Usually, when I am going to a party, I take at least |
| William Mateo practically does not use drinks of the | | | | two bottles of tequila Sauza and bourbon Jim Beam |
| competitors, because finds among the brands of | | | | Black. Besides recently we have begun sales of the |
| Maxxium all drinks, worthy to stand in his bar. However, | | | | excellent Dominican dark rum Brugal. Certainly, it there |
| as the general director of the growing company he is | | | | is enough status drink, worthy sedate discussion, but I |
| interested in expansion of assortment, but only really | | | | would take it too. |