Elina Fruin to drive new Roust Global Travel Retail division

Elina Fruin: Over 20 years of commercial experience in the fast-moving consumer goods sector

Elina Fruin will drive Russian drinks company Roust’s new in-house Global Travel Retail structure division, announced last week.

In her capacity as Global Travel Managing Director, Fruin will focus on growing the Russian Standard vodka brand in the channel through implementing a “sound brand strategy” and expanding global distribution for the wider portfolio.

Other group brands include Żubrówka Bison Grass and Żubrówka Biala, Green Mark, Talka and Italian sparkling wine Gancia.

Fruin joined Roust Group is November 2016, having worked as Global Customer Director at Diageo Global Travel Retail from May 2011 to April 2016.

She had joined Diageo in January 2001 as Sales Director, Russia, later becoming Innovation Director, Russia Hub and General Manager, Russia. She then became Commercial Development Director, Great Britain from April 2006 to May 2011.

Earlier in her career Fruin set up PepsiCo’s sales and distribution structure in the Urals and Siberia.

Russian Standard is Roust’s flagship brand in travel retail. According to IWSR 2017, the brand is the channel’s fifth-largest vodka by value.
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