In 2022, Noblewood Group was established in Montenegro and then purchased a factory. Thus, the country became the homeland of a beverage brand with impressive global awareness.
Oleg Medoev, the Group’s CEO, clarified the company’s plans for the foreseeable future and outlined its impact on the country.
How Noblewood’s Practices Resonate with National Values
Montenegro positions itself as an ecological state. Its economy largely depends on tourism, which is why it is especially important to maintain an attractive image of this destination among the international audience.
Oleg Medoev accentuated that the Group’s values entirely align with those of the state. Noblewood strives to minimize water and energy consumption. It has a HAASP certification and regularly accepts independent audits confirming its adherence to standards.
The staff of the factory forms a community and enjoys a positive work atmosphere. The employer provides educational and promotional opportunities to specialists who want to grow professionally. It puts an emphasis on coaching and training newcomers. The R&D department is focused on finding and improving environmentally friendly production methods and techniques.
Drinks Specifics
The renowned Beluga, produced and bottled in Montenegro, is a premium-quality beverage. The producer guarantees the utmost quality of the ingredients, sourcing plant substances locally and drawing water from artesian wells.
The grain spirit comes straight from the company’s own distillery in Latvia. The key to success lies in the combination of the field-to-table approach, integration of advanced technologies and the staff’s professionalism.
The beverages are available in different expressions. Each one has a unique recipe, production method, resting period, scent and flavor. The label on each bottle indicates its place of origin, Montenegro.
Insightful Numbers
Oleg Medoev shared some quantitative statistics, related to Noblewood’s activities. The company invested approximately 11 million euros in the purchase of its Montenegrin facilities. Slightly less than one-half of this amount was spent on salaries, taxes and other expenses — in 2024, this number is projected to increase.
The cost of reconstructing and renovating the Group’s offices and factory amounted to 2.4 million euros. Local suppliers of packaging materials and other consumables received over 3.3 million euros. Mid-sized and small businesses provided Noblewood Group with products and services worth a total of 150,000 euros.
The representatives of the Group met with the mayors of Tivat and Nikšić and agreed on providing financial support for the local needs. 8,000 euros were allocated for decorating the streets with festive lighting. Noblewood Group donated 4,000 euros to buy mammograms for the Tivat Health Center. Many more efforts to support beneficial initiatives are planned.
Promotional Activities
When traveling around the world, you can come across various ads for Noblewood’s flagship product Beluga as well as the brand itself. Large, stylish and eye-catching banners can be seen in airports and on city streets. Beluga advertorials are published monthly in leading beverage and lifestyle magazines.
The Group invests considerable funds and effort to promote itself along with its place of residency on a global scale. It strives to primarily target the locations attracting the public with a high paying capacity — such as the Cannes airport.
The Montenegrin factory recently welcomed a group of journalists during an open day event, where the news representatives got the opportunity to inquire regarding company’s business operations, tour the factory premises and get familiar with production processes. The company aims to be transparent and open to the public, and it plans to hold similar events in the future.
Future Plans
According to Oleg Medoev, the company plans to hire additional specialists in 2024. New products will be added to the range, and new marketing campaigns will be launched to promote them.
The Group is also anticipating a growth of export markets. The company is dedicated to providing extensive opportunities for continuous education and skill development for all its employees.
It is committed to strengthening this aspect in the future and will focus on it in the coming years. The Noblewood Group aims to establish Niksic as a center of expertise in beverage production and gain global recognition for its knowledge and experience in this field.
