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O'KEY Group S.A. (LSE, MOEX: OKEY, the “Group” or the “Company”), one of Russia’s leading food retailers, won the Retail Week Awards for Best Practices in the Wine category. The jury has praised the wine range offered across O'KEY hypermarkets, as well as the Company’s efforts to create a convenient system for customers to sel ect wine varieties.

O'KEY’s wine selection currently includes over 1,000 wines. Almost all wines at our stores are sourced directly from suppliers, cutting out the intermediaries. Frank Smulders, our international Master of Wine, is responsible for assembling O'KEY’s wine range.

As part of its strategy to improve the offering for O'KEY customers, the Company has made a number of important decisions to drive growth in this segment.

One such major change occurred in autumn 2020, when O'KEY announced the opening of its new concept hypermarkets featuring an innovative wine selection assistant – a digital sommelier. The system displays detailed information on the wine – from the grape variety to a recommendation on dishes to go with the wine. As a result, the wine department can make an optimal offering of attractively priced best wines from the world’s best wineries under our O'KEY Selection brand. 

Early in the year, we also launched our Cave du Vin project to make premium wines more affordable for customers. For instance, the project offers wines from the famous châteaux of Bordeaux, including Premier Grand Cru and Grand Cru classes, Italian Barolo from the renowned vineyard of Grand Cru Cannubi, and premium champagne from Gosset at affordable prices.

At the moment, O'KEY hypermarkets are also running the Russian Wine Season special promotion. During this promotion, more than 100 types of wine fr om famous Russian wineries will line store shelves until 23 June 2021, each carefully selected by wine industry professionals. They include O'KEY Selection wines, which have been named as some of the country’s best in the Russian Wine Guide.