Aqua Holding reported a 35% increase in exports for 2024 compared with the previous year, Interfax said on January 10, citing the company's press service. The update concerns mineral and drinking water sold abroad. It describes the completed year's export business, not a forecast of future orders.
Brand growth within a wider export portfolio
In its own release, the company said it supplied 19 countries. Arkhyz and Gorji recorded growth of 205% and 58% respectively, while Essentuki and Narzan remained its most popular export brands. These are different measures: geographical coverage, rates of change and a qualitative description of the leading brands should not be combined into a single ranking.
A fast-growing brand does not necessarily account for the largest amount of business. Its starting base matters. Without comparable absolute figures, the growth rate alone cannot show how much that brand contributed to the overall result or how its scale compares with another product line.
Reading the export update
The same distinction applies to geographical coverage. Selling into an additional market and expanding business in an existing market are separate developments. A count of destinations does not reveal the volume going to each one, the number of active buyers or the frequency of repeat orders.
- Keep the reporting year separate from the announcement date.
- Compare growth rates with their own starting bases, not with another brand's share.
- Distinguish the number of destinations from the distribution of sales between them.
- Use comparable absolute figures before assigning contributions to total growth.
The announcement provides a company-level update, rather than a measure of the entire packaged-water market. It also does not establish consumer purchases at the final point of sale. Shipments or sales reported by a producer and retail transactions can describe different boundaries in the distribution chain.
Company and contact
Aqua Holding LLC. Current general contact: info@holdingaqua.ru; +7 (87934) 4 88 78. Headquarters: 4 Novopyatigorskaya Street, Essentuki. Official contact page: https://holdingaqua.ru/contacts.
Your perspective
Share your thoughts on the story.